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

[tnfcruise]

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:

 

 

I'm totally with you! "Enchanted" is exactly the word I'd use, too, for how the ads hit me. And, the rest of your post could have been written by me (if I was half as clever as you, Chinchilla Girl).

[ghstudio]

Ditto.

I am currently sitting in my kitchen, on the computer, with the television on behind me.

An ad just came up with a Steel drum band playing and a young man singing "It's better, better in the Bahamas" and I'm thinking "It sure is" "Wish I was going right now".

THAT'S an ad!

 

Of course you realize Celebrity has eliminated steel drum bands them from their ships.....even those going to the Bahamas or Caribbean. They have been replaced with Modern Luxury DJ's.

[ISABELLA]

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)."

 

That description reminds me episode from Seinfeld - "Show about nothing".

[ISABELLA]

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.

 

It was not inviting for me...

[wvufan]

Of course you realize Celebrity has eliminated steel drum bands them from their ships.....even those going to the Bahamas or Caribbean. They have been replaced with Modern Luxury DJ's.

 

Actually, we did hear an excellent steel drummer on a cruise two years ago. Ironically, it was a 14 nighter to Canada and NE.

 

Steve, they should just leave my darned cheese alone.

 

Happy Sails to You

 

OOOEEE :D:D Bob and Phyl

[BrendaJ]

I'm one of the few who actually found the ad appealing, and I like the concept of the cruise calling me away from my daily life (particularly my job). I think Celebrity is trying hard to appeal to a younger crowd who:

 

• Probably played the Marco Polo pool game as children or at least watched their children play it
  
• Are bombarded with advertising in their daily life and need something different/mysterious to attract their attention
  
• have a two income household and are willing and able to spend some money for a vacation
  

 

Most ocean cruise ads I see show the same old thing - beaches, water sports, bartenders offering a tropical drink - they all look the same to me and I can't tell one from the other. Most current cruise ads seem to focus on family fun. This commercial made me pay attention.

 

I think we have to look at this ad as the first in a series. I assume that subsequent ads will build on this one and share more of what "modern luxury" means on Celebrity - people being "called" to modern, elegant ships, good but unobtrusive service, active excursions and lots of a la carte options so that the passenger gets to choose their experience. I think Celebrity is looking to court cruisers 30-60 who don't mind paying extra for luxuries. These are the same people who are paying for Apple products and Starbucks lattes and Coach purses - they are willing to pay more for something they could buy cheaper if they chose to. Hooking this age group will ensure the company has someone filling the ships in 20 years.

 

I look at the way my parents cruise - they're happy with the least expensive cabin, would never pay extra for any specialty dining, and their bar bill is pretty much non-existent. Celebrity is probably much happier with me, who enjoys sailing in a suite when possible, drinks wine, will try each specialty restaurant at least once, and will spend money in on-board shops if I see something I like.

 

Many young people aren't looking for a ship that looks like a classic ocean liner, with fixed dining and white tablecloths. For some people, cruising still has a connotation of retirees floating around aimlessly - Celebrity probably wants to banish that image and appeal to young working professionals who want an active vacation without a focus on families (Royal Caribbean is doing a good job attracting those).

 

I think a non-traditional, somewhat cryptic ad may appeal to this group. It certainly appealed to me (a Starbucks-drinking Apple fan). ;)

[Ma Bell]

Here's one that shows none of the above and is much more appealing to me and I don't particularly care for the Princess product. Short and sweet and no explanation necessary.

 

https://www.youtube.com/watch?v=GIrOJGTayEc

[Ma Bell]

I'm one of the few who actually found the ad appealing, and I like the concept of the cruise calling me away from my daily life (particularly my job). I think Celebrity is trying hard to appeal to a younger crowd who:

 

• Probably played the Marco Polo pool game as children or at least watched their children play it
  
• Are bombarded with advertising in their daily life and need something different/mysterious to attract their attention
  
• have a two income household and are willing and able to spend some money for a vacation
  

 

Most ocean cruise ads I see show the same old thing - beaches, water sports, bartenders offering a tropical drink - they all look the same to me and I can't tell one from the other. Most current cruise ads seem to focus on family fun. This commercial made me pay attention.

 

I think we have to look at this ad as the first in a series. I assume that subsequent ads will build on this one and share more of what "modern luxury" means on Celebrity - people being "called" to modern, elegant ships, good but unobtrusive service, active excursions and lots of a la carte options so that the passenger gets to choose their experience. I think Celebrity is looking to court cruisers 30-60 who don't mind paying extra for luxuries. These are the same people who are paying for Apple products and Starbucks lattes and Coach purses - they are willing to pay more for something they could buy cheaper if they chose to. Hooking this age group will ensure the company has someone filling the ships in 20 years.

 

I look at the way my parents cruise - they're happy with the least expensive cabin, would never pay extra for any specialty dining, and their bar bill is pretty much non-existent. Celebrity is probably much happier with me, who enjoys sailing in a suite when possible, drinks wine, will try each specialty restaurant at least once, and will spend money in on-board shops if I see something I like.

 

Many young people aren't looking for a ship that looks like a classic ocean liner, with fixed dining and white tablecloths. For some people, cruising still has a connotation of retirees floating around aimlessly - Celebrity probably wants to banish that image and appeal to young working professionals who want an active vacation without a focus on families (Royal Caribbean is doing a good job attracting those).

 

I think a non-traditional, somewhat cryptic ad may appeal to this group. It certainly appealed to me (a Starbucks-drinking Apple fan). ;)

 

It's nice that you can extrapolate all this from this particular commercial but that is probably because you have been on lots of Celebrity cruises. I thought this discussion was about this particular commercial and I don't think it conveys much of anything to a new cruiser and the presentation is convoluted.

[ghstudio]

 

....I think Celebrity is looking to court cruisers 30-60 who don't mind paying extra for luxuries. These are the same people who are paying for Apple products and Starbucks lattes and Coach purses - they are willing to pay more for something they could buy cheaper if they chose to. Hooking this age group will ensure the company has someone filling the ships in 20 years.

 

I look at the way my parents cruise - they're happy with the least expensive cabin, would never pay extra for any specialty dining, and their bar bill is pretty much non-existent. Celebrity is probably much happier with me, who enjoys sailing in a suite when possible, drinks wine, will try each specialty restaurant at least once, and will spend money in on-board shops if I see something I like.

 

 

Even if Celebrity is successful in drawing in the 30-60 Year Olds, don't forget that by the time they are older/retired, they will likely be just as frugal as your parents. At that point, Celebrity won't want you filling their ships either.

 

I spent very differently in my 30-60 Year old years and now, although I could well afford the royal suite, I choose to do what your parents are doing...albeit in a 1A or maybe an A1 on the M-class ships, but spending relatively little on board. I've moved from a spend for me to a keep it for the kids and grandkids mentality....likely you will too.

Edited January 18, 2016 by ghstudio

[BrendaJ]

I'm so sorry - I really didn't mean to upset anyone. I was just giving my interpretation of why Celebrity created a rather unusual ad, and what I think they're aiming towards with their marketing strategy. Let's face it - there has been a lot of discussion about the new higher prices, focus on suite passengers, loud music, and decrease in formality. Those changes indicate that Celebrity is trying to please a different group. I was merely speculating on who that group might be.

 

Again I apologize for wording my thoughts in a way that some found offensive.

[boscobeans]

We've sailed with Celebrity for about 16 years, from the days of the Walter Mitty passenger who pictured himself in his (Bond, James Bond) dinner jacket escorted by a mysterious bejeweled beauty as he enters the casino, to now with an officer bent over the prow calling out "Marco" as if he needs help finding his way. It is Celebrity that sells Celebrity and has sold Celebrity to us over the years and although it has changed and we can all tell stories from now to the next blue moon about all the little and some major ways it has changed it is still our first pick. The problem comes when Celebrity begins being Royal Caribbean, Norwegian or some other line, and although we have enjoyed them as well, it is still Celebrity that draws us back because of those little things.

 

It is changing and I hope that as it does it remembers that some of us may want something a little warmer than an IKEA bedroom suite and meals prepared with liquid nitrogen LOL. And they must remember that those behind us will mature as well and may be looking for the old Celebrity.

 

Just a few thoughts after just getting off one Celebrity ship and about 100 days from our next..

 

bosco

Edited January 18, 2016 by boscobeans

[Ma Bell]

I'm so sorry - I really didn't mean to upset anyone. I was just giving my interpretation of why Celebrity created a rather unusual ad, and what I think they're aiming towards with their marketing strategy. Let's face it - there has been a lot of discussion about the new higher prices, focus on suite passengers, loud music, and decrease in formality. Those changes indicate that Celebrity is trying to please a different group. I was merely speculating on who that group might be.

 

Again I apologize for wording my thoughts in a way that some found offensive.

 

There was nothing offensive in your post at all.

[BunnyLebowski]

I like the ad. Played Marco Polo as a kid. Was universal for my cohort.

 

Experienced the ad as "hardworking crew, taking pride in their jobs, calling out to me _personally_, as I'm excercising, working, commuting, etc. to take a moment and carve out some time to enjoy the pleasures life has to offer (good food, a well run spa etc)."

 

Am in my 30s. Partner in his 40s. We're over educated, well compensated, work VERY hard throughout the year and have school aged kids. Happy to spend money on the 1 big trip per year we have the time to take.

 

We sail in the largest suite available (Sticking with M class, deck 6 far aft exclusively for now) and happy to spend to make things as comfortable as possible.

 

Can imaging that will change once we have more leisure time and don't travel with our children. We often say we would be happy in any inside cabin if only we had a week alone together ❤️

 

But right now, would guess I'm the target demographic and the ad is working for me. Just saying...

[Iamcruzin]

But an ad for who? Certainly not for me - I despise steel drum bands. I'm pretty sure the message Celebrity is broadcasting is "this is NOT your grandmothers cruise!". Believe it or not, I GET the modern luxury idea - it says to me, this is a holiday involving modern music, updated food service, entertainment geared to a younger crowd, all in really nice modern decor with modern facilities and without belly flop contests and wet tshirt contests. And after decades of refusing to cruise, I took the bait - and I liked what they delivered.

 

The old ads got that point across. This new ad "Answer the call", is like picking up a ringing phone and nobody is at the other end. Even those who say polo are saying it in a questioning tone. I don't understand how this would attract someone who has never been on a cruise.

[ChinchillaGrl]

Here's one that shows none of the above and is much more appealing to me and I don't particularly care for the Princess product. Short and sweet and no explanation necessary.

 

https://www.youtube.com/watch?v=GIrOJGTayEc

 

I did like this one also, but preferred a little bit of a puzzle...:)

[AtleeH]

For what ever reason, I understood and liked this one much better that the "marco polo" commercial.

 

Here's one that shows none of the above and is much more appealing to me and I don't particularly care for the Princess product. Short and sweet and no explanation necessary.

 

https://www.youtube.com/watch?v=GIrOJGTayEc

[wpgcycler]

Interesting piece (by someone who actually knows what they're talking about) suggesting that people haven't the slightest idea whether an ad is influencing themselves, let alone others.

 

http://www.theatlantic.com/business/archive/2011/08/why-good-advertising-works-even-when-you-think-it-doesnt/244252/

[ghstudio]

Interesting piece (by someone who actually knows what they're talking about) suggesting that people haven't the slightest idea whether an ad is influencing themselves, let alone others.

 

http://www.theatlantic.com/business/archive/2011/08/why-good-advertising-works-even-when-you-think-it-doesnt/244252/

 

It's hard for an advertisement to influence you if you get up to get a drink, pick up your tablet to check your mail, or turn to another channel on the TV. I did see one of the ads on TV and within 5 seconds, I was looking at my tablet rather than watching the TV.

 

Of course, as part of their service, the advertising agency is doing market research to see how many were tuned to the TV channel, perhaps doing some focus group sessions, and similar to prove that the ads are successful. It is likely that they are using this forum as a point that we are discussing the ads....omitting the actual negative tone....on the theory that any discussion, good or bad, is working well if people are discussing the ad.

[wpgcycler]

I did see one of the ads on TV and within 5 seconds, I was looking at my tablet rather than watching the TV.

 

But I wonder whether an existing customer and seasoned cruiser such as yourself are in fact the target customer for this particular ad or campaign.

[C-Dragons]

Interesting piece (by someone who actually knows what they're talking about) suggesting that people haven't the slightest idea whether an ad is influencing themselves, let alone others.

 

http://www.theatlantic.com/business/archive/2011/08/why-good-advertising-works-even-when-you-think-it-doesnt/244252/

The title of the article is "When good advertising works". The new X ad is not "good" advertising, IMO. Of course others may think differently.

[C-Dragons]

But I wonder whether an existing customer and seasoned cruiser such as yourself are in fact the target customer for this particular ad or campaign.

Anyone who loves to cruise is a target customer. There are many choices out there and competition for customers is always a priority to keep the ships sailing full.

[hcat]

Just saw the new TV short ad for Sandals.. very simple & to the point ..effective!

 

Great upbeat, recognizable music ( Marley), nice visuals of happy active people having fun in the sun! Conjured up good memories of our vaction there a few yrs ago....

 

No Marco Polo needed!

[ChucktownSteve]

Interesting piece (by someone who actually knows what they're talking about) suggesting that people haven't the slightest idea whether an ad is influencing themselves, let alone others.

 

http://www.theatlantic.com/business/archive/2011/08/why-good-advertising-works-even-when-you-think-it-doesnt/244252/

 

There are some valid points in the article and what it's really pointing out is top of the mind awareness. First comes need or desire then immediately following is where do I satisfy that. That is what brand awareness is about. However if you don't have the need or desire to smoke, the Marlboro Man or Call for Phillip Morris may have worked for you to remember it but it didn't work to sell you the product. Is the Marco Polo ad such a memorable one? Me thinks not.

 

How do you judge a successful ad? Advertising agencies and their ilk think an ad is successful when they win an award for it. Those awards never take into account the real purpose...to generate revenue for the advertiser.

 

Thus I have always felt an ad is successful when it generates sales not whether it was remembered or won awards. For the X ad campaign, it is too early to determine it's success. But one thing I know, Celebrity will never externally admit openly if it doesn't work.

Edited January 19, 2016 by ChucktownSteve

[wpgcycler]

The title of the article is "When good advertising works". The new X ad is not "good" advertising, IMO. Of course others may think differently.

 

The profound irony here is, you selectively ignored or dismissed the second half if the title "Even When You Think It Doesn't" :D

[mcrcruiser]

ROTFLMAO either the new campaign take or flops . In due time X management will know;)