Celebrity aims to stand out with ‘Celebrity Distinction’ initiative

Celebrity aims to stand out with ‘Celebrity Distinction’ initiative

Correction: A previous report
on Celebrity Distinction did not accurately report its purpose. The marketing
initiative is complementing the Modern Luxury initiative, not replacing it.

Celebrity Cruises is introducing a
new phrase into its marketing message that will identify its product and
service initiatives in a more impactful and unified way.

The phrase “Celebrity Distinction”
will be applied to a variety of items that collectively make the premium cruise
line stand apart from the pack, said Dondra Ritzenthaler, Celebrity’s senior
vice president of sales, trade support and services.

“Celebrity Distinction is a way we
can concisely articulate to [various] audiences all of the things Celebrity is
doing to make sure we keep the brand fresh and new,” she said.

As one example, Celebrity has
recently increased the number of overnight sailings in the most in-demand
destinations. That change will now be identified as a “Celebrity Distinction”
in marketing messages to guests, prospective customers, the media and others.

Celebrity will continue to define
its brand as “Modern Luxury” and market itself under the theme “Modern Luxury
Lives Here” in its advertising, Ritzenthaler said.

“We’re not replacing Modern
Luxury,” she said.

Celebrity has used the Modern
Luxury message to position itself as more luxurious than contemporary lines and
more contemporary than luxury lines.

Celebrity Distinction is intended
to help gain traction and attention for a number of changes and upgrades
Celebrity has made and will continue to roll out.

 Some of those changes

• A greater variety of Signature
Event Sailings to hot global events.

• New ships operating for Celebrity Xpedition in the
Galapagos Islands.

• Private Journeys shore excursions with destination insiders
available to help guests tailor their own shore excursions

• Multimillion dollar upgrades to older ships such as
Celebrity Summit, Infinity and Millennium.

• Recognition by the prestigious Les Clefs d’Or Austria for
the outstanding service from Celebrity’s Michael’s Club concierges.

• The synergistic Taste of Film initiative, which combines
food with film on the new Rooftop Terrace on Millennium-class ships. 

Lisa Lutoff-Perlo

All of these things will now be
tagged with the Celebrity Distinction label.

“The Celebrity Distinction is our
commitment to continually offer fresh, enticing and uniquely differentiated
travel experiences,” said Celebrity CEO Lisa Lutoff-Perlo.

“We are purposely different
because we hold a unique position in modern luxury travel, having redefined
what luxury is. It felt natural for us to define the incredible experiences we
offer under the singular umbrella of the Celebrity Distinction,” she said.

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