In late 2021, the Covid-19 pandemic forced the cruise industry into a complete global shutdown. However, at the kind introduction of long-time Luxury Branding collaborator, Kelly Hoppen, Celebrity Cruises President and CEO Lisa Lutoff-Perlo took advantage of the enforced pause in operations to engage Luxury Branding. Our task? To facilitate some deep reflection on the award-winning premium cruise line’s brand positioning.
We were delighted to work closely, albeit remotely, with Lisa and her senior leadership team to structure and refine Celebrity’s purpose and promise formally.
We conducted extensive cross-departmental interviews via Zoom, audited multiple strategy documents and marketing materials, investigated the market and interrogated the opportunity from our external perspective.
Arising from this investigation, we were able to diagnose Celebrity with a clear case of ‘Promotion-itis’, a condition that is common within the cruise industry (as can be seen from the images opposite).
Once we had shared this determination with Lisa and the leadership team, we prescribed a treatment plan comprising seven constructive actions.
We designed each step to build sustainable equity in the Celebrity brand, negating the line’s addiction to being constantly ‘on sale’. The objective of this course correction was to release Celebrity Cruises from the bargain basement and elevate it to a valuable and valued brand promising a ‘New Luxury’ experience to a newly identified cohort of Generation X guests.