High-End Seamanship

Celebrity Cruises Goes For Luxury Label
WASHINGTON, D.C.–Harris Drury Cohen of Fort Lauderdale, Fla. is launching a major campaign this week that stars Celebrity Cruises as the avatar of luxury sea travel.
“What we’re really trying to do is position Celebrity as the super-premium cruise line,” said Harris Drury Cohen (HDC) principal Stan Harris. “We tried to show the elements that make Celebrity exceptional, like the master chef in the kitchen and the fine art on board.”
A client representative added that the objective of the campaign is to stress the difference between Celebrity and other lines like Carnival and Holland USA.
A 30-second spot, “Everywhere,” broke during yesterday’s Super Bowl. It shows young, attractive travelers experiencing exotic vistas and upscale activities like traversing glaciers in Alaska and scuba diving with stingrays in the Caribbean.
“Don’t just make a difference in my day,” says the voiceover. “Make a difference in my life.” HDC is continuing with the “Exceeding expectations” tagline.
The spot is running on network TV, national cable and spot markets. It will be supported by full-page color print ads in national consumer magazines. Print work will also run in the travel trade press and newspapers like The Miami Herald, Washington Post and The New York Times.
The campaign is intended to continue the momentum developed by the Super Bowl push. Celebrity parent Royal Caribbean International made its big play as the title sponsor of the game’s halftime show. RCI aimed to create a synergy between its Celebrity and Royal Caribbean Cruise Lines.
The “Royal Caribbean International and Celebrity Cruises Super Bowl XXXII Halftime Show” began last night with an existing Royal Caribbean spot that was customized for the event. The show ended with “Everywhere.”