Celebrity's New Ad Campaign : Answer the call of Modern Luxury

[richsea]

 

That is exactly what we are doing. For the first time in many, many years, we do not have anything booked, where we used to booke up to over a year in adavance. In addition, when we are ready to book, our horizon will broadened, not just Celebrity.

[Gig103]

Trouble ahead...explanation is really way out there!

 

.X was fine til they started Royalizing it...not in a good way.

 

Can one CEO really ruin a cruise line..what about the bd of directors or stocholders..?

 

Peek over at the NCL if you want to see another example of how a CEO can ruin a cruise line.

[AtleeH]

Yes, a CEO can ruin a company.

 

Stock holders actually have very little actual power. They are almost always presented with a fait accompli.

 

As for the Board of Directors, they do little to control the company they are supposed to be directing. Many of the directors seats are filled by company toads. The rest are occupied by officers of other companies. Officers of other companies will do what the company wants. Just like officers from X will sit on other companies Boards, and will go along with that company's wishes.

 

Company governance, in the US at least, is very poor.

 

Trouble ahead...explanation is really way out there!

 

.X was fine til they started Royalizing it...not in a good way.

 

Can one CEO really ruin a cruise line..what about the bd of directors or stocholders..?

[AtleeH]

Going forward, I agree. I don't think it will hurt much in the very near future, for example the next couple of months. However, any cruise that has not yet hit the final payment stage will be in jeopardy.

 

Generally speaking, when the stock market falls this much worldwide, folks reel in on their discretionary income....and they don't book cruises. I predict that Celebrity is going to have a real booking problem this quarter, probably extending into next quarter as well as a number of cancellations just before final payment. This ad campaign is really mis-timed and this is a time when celebrity should be figuring out how to convince their past guests, their captain's club members to enjoy another cruise.....and not make changes that save little but cause someone to say...nah...let's wait and see what else comes up. The $25 deposit is one step...but you know, I'm more focused on the total price and what I get for my money. I do feel like a number more than a valued customer and these ads don't change that feeling...if anything they tell me I really am not wanted. Maybe it's just me....but I doubt it.

[AtleeH]

I don't think the market is way down now. I think it has very slowly been getting better, that's why X has been able to slowly raise prices.

 

For example, my cruise on Reflection to the eastern Caribbean that leaves next week, is completely sold out up through the Balcony classes at least.

 

Now, I very much agree that going forward with the current stock exchange melt down, people may start pulling back on expensive vacations like cruises.

 

The lines are ALL trying the same things. It's a hot mess out there and there are no winners. Including the cruise guest...or maybe particularly the cruise guest.

 

Fuel prices when down a while ago, amenities diminished and more so at the time the fuel prices went down. Nothing more was given, nothing more improved.

 

Airlines and airfares still stink like all get out. Schedules diminished and it costs near a grand to get to MIA or FLL to not have to worry about missing the ship.

 

Luxury/Modern Luxury is not without cost.

 

The market now is way down. It's been dicey for a couple of years now.

 

Its simpler to stay home than to deal with transportation, airlines or cruise lines, disappointments, costs, and missed expectations.

 

Back to basics.

 

:rolleyes:

[ghstudio]

I don't think the market is way down now. I think it has very slowly been getting better, that's why X has been able to slowly raise prices.

 

For example, my cruise on Reflection to the eastern Caribbean that leaves next week, is completely sold out up through the Balcony classes at least.

 

Now, I very much agree that going forward with the current stock exchange melt down, people may start pulling back on expensive vacations like cruises.

 

Those are bookings made prior to the current investment market turn around....those bookings are worth little for those booked in the US....probably better in the UK and other areas where if you cancel, you forfeit your deposit. Celebrity is facing the strong possibiliity of seeing a lot of fallout as cruises reach final payment.

 

I suspect that one driver of the $25 deposit is that's all you'll forfeit if you cancel in the UK and other geographies...a way to get bookings, irrespective of how solid they are, from non US customers. It really has little effect on US customers....and the irony (pick your word) of it is that their current target audience could care less about $25 or $450 a person....they are after the younger affluents who book suites. sure it helps those who are a little tighter with money...but those aren't the folks they want on their ships...or have they had a turn of heart??

 

BTW...I see that Royal Caribbean has gone even farther...no deposits needed if you book in the next four days (or something like that). Bookings must be way down....there's panic in the air. Celebrity might actually have to lower prices back to reasonable....

Edited January 16, 2016 by ghstudio

[GottaKnowWhen]

Trouble ahead...explanation is really way out there!

 

.X was fine til they started Royalizing it...not in a good way.

 

Can one CEO really ruin a cruise line..what about the bd of directors or stocholders..?

 

It is a good explanation. I now get the "modern luxury" tagline and think it is fitting. LUXURY in my mind is plush velvet and soft music in lounges and properly liveried footmen ready to fulfill my every need. Modern Luxury is chrome and stainless steel and clean lines and upbeat music and competent professional service at the bar and entrees that are a bit "edgy". I saw artists' renderings of the interior of some new ship (Viking? Hurturgruten?) that definitely looked modern and attractive. I would be very tempted to move to a ship like that.

 

Once you start throwing around notions like "ruining a company" you should probably explain what you mean by ruin. Success is sustained profitability and growth. Good return on investment. Success may depend on doing everything possible to retain the established customer base, but more likely success depends on ongoing refinements and continual change. I think that history shows that any company which relies on its existing customer base will wake up one day to find that their customer base have all passed away.

 

Remember the "not your father's Buick" ads? Buick waited maybe too long to look past the octogenarians who formed their base. Celebrity may be on the right track. For sure it is way too early to make judgments of either nirvana or impending doom.

[Ma Bell]

It is a good explanation. I now get the "modern luxury" tagline and think it is fitting. LUXURY in my mind is plush velvet and soft music in lounges and properly liveried footmen ready to fulfill my every need. Modern Luxury is chrome and stainless steel and clean lines and upbeat music and competent professional service at the bar and entrees that are a bit "edgy". I saw artists' renderings of the interior of some new ship (Viking? Hurturgruten?) that definitely looked modern and attractive. I would be very tempted to move to a ship like that.

 

Once you start throwing around notions like "ruining a company" you should probably explain what you mean by ruin. Success is sustained profitability and growth. Good return on investment. Success may depend on doing everything possible to retain the established customer base, but more likely success depends on ongoing refinements and continual change. I think that history shows that any company which relies on its existing customer base will wake up one day to find that their customer base have all passed away.

 

Remember the "not your father's Buick" ads? Buick waited maybe too long to look past the octogenarians who formed their base. Celebrity may be on the right track. For sure it is way too early to make judgments of either nirvana or impending doom.

 

It's obvious that Celebrity was doing a good job of refining and changing through the years. That's not what we're talking about here. There's a difference in that and fundamental change.

[CABINET]

Here in the UK a well known holiday home company often has a promotion that allows bookings for only a £25 deposit. HOWEVER buried in the small print is the fact that if you cancel you become liable for the whole "usual" deposit.

 

It does not mean that you can book a holiday and cancel at any time before final payment becomes due and only lose £25.

Edited January 16, 2016 by CABINET

[russg140]

I posited a question on this board "Is Celebrity headed in the right direction?" and there were 5 pages of posts in one day. If you want to read a host of thoughts check it out. Bottom line was about changing and were the perceived changes good or bad.

 

I think the major tell will be what happens with the Edge ships. That will be reflective of the direction X is headed. I also thought Lisa Perlo was Royal-izing the brand. We shall see with the new ships.

 

I felt like the "Suite Experience" was very positive (being a cruiser who always books a suite) but that is being changed. The Spa Suites were a bust b/c people couldn't figure out what they were for. It seemed that 1-2-3- Go was successful which led to Go BBB, but now I get an email from X almost every day with another different deal.

 

Celebrity seems to have new "partners" like the MGM Grand in Vegas and Diageo (for the new bar that replaced the Molecular Bar). Remind anyone of other RCCL partnerships (think Dreamworks and Starbucks)?

 

My hope is that the new ships will not be laden with co-branding everywhere like you see on RC. The casino becomes MGM Grand Casino? Tuscan Grill becomes Giada DiLarentis' Italian Kitchen? Let's hope not.

[ChucktownSteve]

The following explanation is from the What's New Captains Club. Sounds like the ad agency fed them a BS pitch and they bought it.

 

"The cruise line's new 30- and 60-second TV spots, named "Marco Polo," offer a modern interpretation of the well-known game of call and response from childhood days gone by. The spot transcends the simplicity of the game when Celebrity Cruises staff members beckon like-minded travelers to answer the call of modern luxury. The spot targets those who would appreciate the experience that Celebrity delivers, just as Marco Polo was an explorer of the world who loved to discover and travel the globe. This creative will be complemented by three additional 30-second TV spots, which will debut later this month, and show what makes Celebrity so special. Two of these additional spots will also have a special 15-second version. The campaign marks the first public manifestation of Celebrity's collaboration with its new global creative agency, Venables Bell & Partners (VB&P)."

[ghstudio]

Sounds like the ad agency fed them a BS pitch and they bought it.

 

 

I think you've summed it up well.....although the ad agency listened to what the CEO wanted and then delivered that to her, irrespective of whether it actually made sense....and of course she loved her idea being played back, so she bought in.

 

I am only glad that I was able to (involuntarily) contribute to the cost of the ads by giving up the water in our Aqua cabin on our May cruise...our last booking in Aqua Class on the s-class....we're now booking 1A's.

Edited January 16, 2016 by ghstudio

[boscobeans]

The campaign marks the first public manifestation of Celebrity's collaboration with its new global creative agency, Venables Bell & Partners (VB&P)."

 

I wonder how many cruises any of the expert baloney slingers at Venables Bell & Partners "Global Creative Agency" have been on if any.

 

bosco

[MizDemeanor]

Yes, a CEO can ruin a company...

 

.

 

They can get their customers pretty unhappy too it seems...

[ChucktownSteve]

I wonder how many cruises any of the expert baloney slingers at Venables Bell & Partners "Global Creative Agency" have been on if any. bosco

 

The agency was responsible for the Audi Drone commercial https://youtu.be/vcV71liAMwc

 

They also have an impressive client list like these http://www.venablesbell.com/clients

 

So you know Celebrity paid them a pretty penny for the creative.

[hcat]

The following explanation is from the What's New Captains Club. Sounds like the ad agency fed them a BS pitch and they bought it.

 

"The cruise line's new 30- and 60-second TV spots, named "Marco Polo," offer a modern interpretation of the well-known game of call and response from childhood days gone by. The spot transcends the simplicity of the game when Celebrity Cruises staff members beckon like-minded travelers to answer the call of modern luxury. The spot targets those who would appreciate the experience that Celebrity delivers, just as Marco Polo was an explorer of the world who loved to discover and travel the globe. This creative will be complemented by three additional 30-second TV spots, which will debut later this month, and show what makes Celebrity so special. Two of these additional spots will also have a special 15-second version. The campaign marks the first public manifestation of Celebrity's collaboration with its new global creative agency, Venables Bell & Partners (VB&P)."

 

Most grown ups despise hearing the annoying marco polo chant...,the ad is lame, the explanation by the CEO and the above is lame squared...where do they get these expensive ad ideas anyhow.?.do these people ever cruise?

 

Ironically we enjoyed our recent cruise on EQ much more than the recent dj-laden ones,,,so maybe there is hope?....

Edited January 17, 2016 by hcat

[ChinchillaGrl]

I saw the spot and was enchanted, especially because I thought Cpt. Tasos might have been the model for (if not the actual) Captain on the bow. I was struck by the idea that I was being invited away from my stressful, repetative day-to-day experiance to a play date with caring professionals who get to play for a living.

 

We aren't quite as young or wealthy as the desired demog, but we can take a major vacation every other year, and Celebrity has received our money in the last three. We love the ships (M class only so far), the balcony room (no suite needed) and breakfast in bed, great food, generally good company, and interesting itineraries.

 

The emphasis of the campaign so far is "come enjoy some time in our world" and the people are their strength. I was tickled by the s pot, wonder if that is Cap'n Tasos, and looking forward to our trip in May more than ever! Though, shouldn't I be calling Marco, and X calling Polo to guide me in their direction?

 

Discussion is attention, mission accomplished by Venable. :cool:

[Christine Frances]

I saw the spot and was enchanted, especially because I thought Cpt. Tasos might have been the model for (if not the actual) Captain on the bow. I was struck by the idea that I was being invited away from my stressful, repetative day-to-day experiance to a play date with caring professionals who get to play for a living.

 

We aren't quite as young or wealthy as the desired demog, but we can take a major vacation every other year, and Celebrity has received our money in the last three. We love the ships (M class only so far), the balcony room (no suite needed) and breakfast in bed, great food, generally good company, and interesting itineraries.

 

The emphasis of the campaign so far is "come enjoy some time in our world" and the people are their strength. I was tickled by the s pot, wonder if that is Cap'n Tasos, and looking forward to our trip in May more than ever! Though, shouldn't I be calling Marco, and X calling Polo to guide me in their direction?

 

Discussion is attention, mission accomplished by Venable. :cool:

 

Thank you! I liked it as well:)

[clojacks]

I have been following this thread since it first appeared and this morning decided to show the ad to my wife. With no prompting of my opinion of it, I asked her what she thought, and she really liked it. I asked her what she got out of it and she said "they're calling me in". Now it's got me wondering if people genuinely hate the ad, or is this the classic case of mob mentality and a number of you hating it because the it's the "now" thing to do.

Edited January 17, 2016 by clojacks

[OBX-Cruisers]

Maybe a new successor to Carly Fiorina in ruining a good company?? You think?

 

I think you've summed it up well.....although the ad agency listened to what the CEO wanted and then delivered that to her, irrespective of whether it actually made sense....and of course she loved her idea being played back, so she bought in.

 

I am only glad that I was able to (involuntarily) contribute to the cost of the ads by giving up the water in our Aqua cabin on our May cruise...our last booking in Aqua Class on the s-class....we're now booking 1A's.

[OBX-Cruisers]

Once you start throwing around notions like "ruining a company" you should probably explain what you mean by ruin. Success is sustained profitability and growth. Good return on investment. Success may depend on doing everything possible to retain the established customer base, but more likely success depends on ongoing refinements and continual change. I think that history shows that any company which relies on its existing customer base will wake up one day to find that their customer base have all passed away.

 

Try Carly Fiorina as a start!

[2CatsInFlorida]

I think I remember from Marketing 101, that an ad has to catch your attention in the first few seconds. Maybe someone else, but not me. I prefer sunny tropical vistas. Not sure why so many think the X website is that bad though.

[MizDemeanor]

There are multiple segments to this thread. For those who don't understand that guests are dissatisfied that water has been removed, as one example of a diminishment of luxury, that single thing holds much merit in defense of that notion.

 

Bottled Water is offered in retail environments, in salons, in car dealerships to name a few. All of those examples are offered to customers for just looking.

 

It's quite a contrast to what has been eliminated by the paying customer in AQ and it does not make anyone feel special. I can walk into a Mercedes dealership or an Audi dealership for a look or for a service appointment and they roll out the red carpet. Valet too. Those are luxury brands and that is an example of luxury service.

 

Yes, I get the welcome champagne at boarding. At Pirch or Mercedes or Audi or even my hair salon, I can have all the welcome water I want for as long as I am there. I may be a first time customer, I may be a repeat customer, either way they think I am great and they give me lots and lots of water.

 

They get that people love bottled water and they love sharing it.

 

I do it in my business too. It's such a simple, low cost thing to do, and people really appreciate it and love it.

 

So I don't agree a luxury status exists, it might on other lines where water is freely part of the environment. Maybe Celebrity is Faux Luxury.

Edited January 17, 2016 by MizDemeanor

[ChinchillaGrl]

Bottled Water is offered in retail environments, in salons, in car dealerships to name a few. All of those examples are offered to customers for just looking. -snip- It's quite a contrast to what has been eliminated by the paying customer in AQ and it does not make anyone feel special. I can walk into a Mercedes dealership or an Audi dealership for a look or for a service appointment and they roll out the red carpet. Valet too. Those are luxury brands and that is an example of luxury service.

 

-snip-Yes, I get the welcome champagne at boarding. -snip- either way they think I am great and they give me lots and lots of water -snip- So I don't agree a luxury status exists, it might on other lines where water is freely part of the environment. Maybe Celebrity is Faux Luxury.

 

America's Tires gives me bottled water when I go in for the free rotation, but is that a luxury brand? :D

[CathyCruises]

Here's the CEO's explanation. Unbelievable.

http://skift.com/2016/01/12/interview-celebrity-ceo-on-avoiding-the-sameness-of-cruise-advertising/

 

Pathetic babble.