Thursday, September 29, 2016

Celebrity Cruises Brings its “Borderless” Message to TV

There’s no debate about it, Celebrity Cruises’ new global campaign titled Sail Beyond Borders is a statement of its philosophy—the world is better without walls. The cruise line that visits more than 280 cities around the world, and is home to a crew representing more than 50 different cultures, is debuting a global campaign that encourages people to travel, experience different cultures, and have a more enriching existence. Opening up the world and encouraging people to go beyond borders is Celebrity Cruises’ core belief.

Aired nationally during the first televised 2016 Presidential Debate this week, Celebrity’s 30-second video named “Far Away,” takes viewers on an unprecedented journey, showcasing iconic but disparate destinations from around the world, visually blending both the places and people. Absent of any ship except for a wake intended to suggest progress and forward motion, the ad focuses less on what Celebrity does and more on what the brand believes. The timing of the Sail Beyond Borders launch is purposeful and meant to insert Celebrity’s message into an impactful shared cultural moment.

“There is so much beauty in the world. Travel expands us and enriches us. We are what we experience,” said Lisa Lutoff-Perlo, President and CEO of Celebrity Cruises. “Every day we have thousands of crew members from all over the world working in unity and collaboration, in spite of language or cultural differences, or even histories that tell them they’re not supposed to get along. They are one of the inspirations for this campaign, and further proof that we can come together.”

Photo © Linda Coffman,
Video Courtesy Celebrity Cruises

1 comment:

Ladydw7 said...

Love the concept "Without Borders". Works well for various target audiences. Sail without Borders is quite a departure from prior campaigns.