Celebrity Cruises has launched a new initiative to change the meaning of ‘all-inclusive’ in the travel industry. Recognising the need to improve the representation of all people who travel in marketing materials, the new-luxury cruise line has created both a new campaign – a free to use ‘open source’ travel image library. The campaign and collection – the All-Inclusive Photo Project (AIPP) – aims to start a movement, calling on travel companies to help address the lack of diversity in travel marketing imagery.
The new images, unveiled today, feature the work of acclaimed photographers including Annie Leibovitz, herself an advocate for the LGBTQ+ community; Giles Duley, an English documentary photographer and a triple amputee; Naima Green, a Black, queer New York-based photographer; and Jarrad Seng, an Australia-based photographer, filmmaker and creative director of Malaysian-Chinese descent.
The collection features models, musicians, athletes, artists, activists, refugees and more, all change-makers in their own right from underrepresented groups, as they enjoy the varied offerings on Celebrity’s ships and within the destinations visited.
Celebrity Cruises will make dozens of the images available via an open-source online library for other travel brands and companies to use to help kickstart their journeys towards more inclusive travel marketing.
Lisa Lutoff-Perlo, Celebrity Cruises’ President and CEO, said: “For far too long, ‘all-inclusive’ in the travel industry has meant everything on your vacation is included in one price. We set out to challenge this conventional thinking by imagining the phrase through the lens of others.
“What Annie and all of the talented artists involved in this project have captured so beautifully, is that for vacations to really live up to the marketing moniker ‘all-inclusive,’ then they should start by using images that are inclusive of all, not just a few.
“We want our marketing – as with everything we do as a cruise line – to represent how the world looks, and what we experience on our ships daily, as guests and crew from all walks of life work and play together to create a really special onboard environment.”
For more info on the photographers and talent featured in the AIPP campaign, CLICK HERE
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