Celebrity Cruises is launching a new initiative to change the meaning of “all-inclusive” in the travel industry.
The new luxury cruise line has created both a new campaign and a free “open source” travel image library that recognizes the need to improve the representation of all people who travel in marketing materials.
The All Inclusive Photo Project (AIPP) aims to start a movement, calling on travel agencies to help address the lack of diversity in travel marketing imagery.
The new images were unveiled last week and feature the work of acclaimed photographers including Annie Leibovitz; Giles Duley, English documentary photographer and triple amputee; Naima Green, a black and queer photographer based in New York; and Jarrad Seng, an Australia-based photographer, filmmaker and creative director of Malaysian-Chinese descent.
The collection includes models, musicians, athletes, artists, advocates and activists, refugees and more, as they enjoy the varied offerings on Celebrity’s ships and in the destinations visited.
Celebrity Cruises will make dozens of images available through an open-source online library for other brands and travel companies to use to help start their journey towards more inclusive travel marketing.
“For too long, ‘all-inclusive’ in the travel industry has meant that everything on your vacation is included in one price. We decided to challenge that conventional thinking by imagining expression through the lens of others,” said Lisa Lutoff-Perlo, President and CEO of Celebrity Cruises.
“What Annie and all the talented artists involved in this project have captured so well is that for the holidays to truly live up to the ‘all-inclusive’ marketing moniker, they should start by using images that include everything , not just a little.
“We want our marketing to represent what the world is like and what we experience daily on our ships, as guests and crew from all walks of life work and play together to create a truly special onboard environment.”
Celebrity Cruises chief marketing officer Michael Scheiner said his company has a powerful platform to act as a catalyst for positive change as a global brand.
“By leveraging the collective power of our travel industry, we can begin to make travel marketing truly ‘all-inclusive,'” Scheiner said.
Framed through the lenses of Leibovitz and other AIPP photographers, the images present changemakers experiencing the wonder of the journey.
Celebrity Cruises will launch the AIPP collection as a dedicated brand advertising campaign in early April.
Featured Image: Abby Chava Stein, American Author and Transgender Activist | Annie Leibovitz