"Designed for You"
by Celebrity Cruises
(Dan Hanrahan, president and CEO of Celebrity Cruises, explains the new "Designed for You" brand platform and upcoming enhancements.*)
New Logo, New Tag Line PLUS
Solstice-Class Perks on Millennium-Class Ships
Dressed in a layered dress comprised of linens from Celebrity’s AquaClass staterooms, a silver mannequin greeted guests entering a Celebrity Cruises “reveal” event in New York on Jan. 7.
The mannequin (shown at right*) was a design hint about what travel partners, Captain’s Club members and media would learn during the creative evening at the Museum of Arts & Design in Manhattan.
The big news? Celebrity debuted a snazzy new brand personality entitled “Designed for You,” as the umbrella for a new logo, new look and significant hardware and product upgrades..
Celebrity’s President and CEO Dan Hanrahan explained that the new brand platform -- designed to appeal to “discerning” guests – is based on six month’s of global research including interviews, focus groups and in-home visits with 10,000 individuals.
“Designed for You” is a brand recipe that combines Celebrity’s recent brand enhancements (Celebrity Life, new culinary options and Captain’s Club changes), a continuing commitment to guests and an upcoming schedule that will “Solsticize” the line’s Millennium-Class ships over the next four years.
Celebrity’s five-ship Solstice Class fleet (Celebrity Solstic is shown at right*) represents an investment of $3.7-billion and it’s already paying off for the brand.
Hanrahan told the audience that Celebrity Solstice has been a “game changer” for the premium brand.
Guests love the Solstice-class ships which feature an elegant, modern look with touches of class and very appealing decor. It's home to a grass-covered Lawn Club with a top-deck Hot Glass Show; new AquaClass staterooms, and many savory alternative dining options.
While Celebrity’s Millennium-class ships remain popular with guests, Hanrahan says that adding elements of the Solstice-class experience to the Millennium-class ships will make the onboard product much more consistent for guests.
(At left, guests at the New York "reveal" event as well as Royal Caribbean Cruises Ltd. Chairman Richard Fain watch a video about the Solstice-class features.*)
So, as part of “Designed for You,” one Millennium-class ship per year will be refurbished and updated with some of most popular Solstice-class elements including the décor and look of the Solstice-class ships.
Celebrity Constellation will be the first to receive the new enhancements during scheduled drydock in April.
What’s involved? Perhaps most notable is the addition of Tuscan Grille, the popular steakhouse found on Celebrity Solstice and Celebrity Equinox.
That alternative venue will be constructed on Constellation within the space now occupied by the Internet café; the online center will be moved elsewhere.
However, don’t expect Tuscan Grille to be available to guests on the first cruise after the drydock is completed.
Hanrahan told travel partners in attendance including Jeff and Brad Tolkin from World Travel Holdings (shown at right*) that it will take 10 days to finish the construction of the restaurant once Constellation has left the drydock.
In addition to Tuscan Grille, Millennium-class ships will also receive an Enomatic wine bar; Bistro on Five; the Martini Bar with Crush; Café al Bacio and Gelateria (replacing Constellation’s Cova Café).
All of Constellation’s public areas will be refurbished with new color schemes, carpeting and upholstery.
The goal is to reflect the elegant, modern look of Solstice-class ships, again to provide consistency in the product.
New Brand Advertising Campaign
Consumers and travel partners will soon notice new advertising. The comprehensive program launches this month.
Expect dramatic images of Solstice-class ships; a modern graphic treatment; a copy voice that promotes the brand’s differentiating elements; and, of course, the new “Designed for You” tag line.
(Celebrity's PR staffers unveil the new logo at right.*)
Promotion will encompass a mix of print, broadcast, and to a greater extent, online advertising.
“We’ve studied where cruise enthusiasts go to research options for their next vacation, and more than 70 percent go online,” said Hanrahan.
The line has developed a new four-minute brand video as well as several shorter video clips for promotional use.
To view Celebrity’s new Designed for You branding and video, check out the Celebrity web site at www.celebritycruises.com.
During the event in New York, the line created product stations and artistic touches that reflected recent upgrades in its product. One such element was the mannequin with the AquaClass linen dress.
Others included a display of high-quality china and crystal that guests will discover onboard Celebrity, as well as a martini bar created of ice with a Celebrity logo (shown at left*).
The event was designed to show travel partners, frequent cruisers and media that Celebrity continues to upgrade its premium brand with the amenities most desired by discerning cruisers.
For more information visit www.celebritycruises.com
*Photos are owned, copyrighted and used courtesy of Susan J. Young, SouthernCruising.com. All rights reserved. Please do not link nor copy these photos. Thank you.