Time for ‘Celebrity Treatment’

ATLANTA Celebrity Cruises said it is launching a broadcast and print campaign that promotes its ability to make passengers feel like celebrities.

The two new 30-second television spots begin airing this week on broadcast network programs. The ads also will play on cable TV venues including the Travel Channel and Food Network. The work will run for the rest of the year.

“This campaign is designed to convey the emotional connection our guests feel from the minute they step aboard until the moment they reluctantly leave,” said Ellen Taaffe, the company’s senior vice president of marketing. “It playfully conveys that special something that only we can offer.”

The campaign includes print ads that will run in newspapers and consumer magazines throughout the year. Separate ads have been created to run in publications that cater to travel agents.

The new work does not use the “A true departure” tagline that Arnold created for the company when it acquired the account. No new slogan was created for the campaign. Instead, ads use the theme of “The Celebrity Treatment,” the company said.

The Miami-based company spent $25 million on advertising in 2004 and nearly that much through October 2005, according to Nielsen Monitor-Plus.

Havas’ Arnold in Boston produced the advertising. Arnold obtained the Celebrity Cruises account without a review in 2002. The agency already was working for Royal Caribbean, Celebrity’s parent company, at the time.