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

[Burpelson]

I think the call of modern luxury can work. I like the Marco Polo stuff. But they have to define why Celebrity is better: food, service, space ratios, little touches, whatever. And then live up to it. I can't speak to the frequent complaints about downgrading. But I'm booked for AK this summer on Celebrity. Why? It still seems that they deliver a superior suite experience, food reviews are still generally very good. Compare to Princess, and there you get no sense of personality, just meh (save for some fanatics). NCL is in nickel and diming mode, more than ever. At least folks have high expectations for Celebrity. From what I can tell, it still occupies a good niche.

 

Parting shot, instead of giving specifics on what modern luxury means, they end with saying they are offering their best deal ever. Everyone one knows nothing is free, so that is a poor ending. Furthermore, ending talking about money directly contradicts this sentiment about where X wants to head:

 

"She said the goal is to free Celebrity from the “mud” of price-focused competition. “We need to articulate our brand so that when people see it, they get it,” she said."

 

Fail. What is articulated or made specific in the new ads? (at least the ones linked to so far on this thread). Hopefully more specifics are yet to come and the Marco Polos are teasers.

Edited January 12, 2016 by Burpelson

[Ma Bell]

The previous poster said "I think the call of modern luxury can work. I like the Marco Polo stuff. But they have to define why Celebrity is better: food, service, space ratios, little touches, whatever. And then live up to it." For many years this is exactly what differentiated Celebrity from many other mass market cruise lines. Instead of widening the gap between Celebrity and others they seem to have become more like the others instead.

 

Unfortunately, I really don't think they know what they are doing at this point. They seem to want to be hip and sophisticated but they don't have a clue as to how to go about it. Worse yet, I don't think cruising in general is that appealing to this demographic because many younger people don't have enough time available to cruise regularly and they aren't really going to be able to change that fact.

 

I just hope that while they are doing all this experimenting they don't lose the great clientele they have always had.

 

It's a silly commercial.

Edited January 12, 2016 by Ma Bell

[SPacificbound]

Apparently Lutoff-Perlo doesn't know her product very well.

 

This "ad" is silly. Marco Polo? Seriously? Just hearing the words said made me cringe.

 

And then there are the carts before the horse: badly broken website, ridiculous nichel and dime cutbacks, etc. etc.

 

We have cruised both Celebrity and Royal Caribbean, and have both booked, and don't think there is much difference in them.

[GottaKnowWhen]

Ok, I will plead ignorance. What does an ancient Italian explorer have to do with cruising? Is there some hidden meaning to the name Marco Polo?

[LabGuy64]

as much or more than the website is offering a consistent product... food good from cruise to cruise....if it's not why?.....same with service. and especially the per cruise aspect....the people on the phones should all be on the same page....they should correctly know all the policies....there should be no need to try to call back 3-4 times trying to get someone to say yes to something you want. If the answer is no and it should be no, you can feel secure that if you call back 50 times it will still be no.....and if yes....the first time you call you will be told...yes

 

 

 

 

 

Hi Darcie,

 

I totally agree that the website should be a major priority, if not the top priority in any monies spent by Celebrity. As I've said for years, they must be losing tons of revenue/profits with a weak website. If they were able to offer much improved content, easier navigation, along with the ability to effectively research and book items such as Cruises (go figure !)... along with onboard items such as Excursions & Specialty Dining for starters....I'd surely think any monies spent would pay for itself in short order. IMO, as long as they have the right folks on the website team, it's money well spent.

 

With that said, I'm confident that either an updated website, or, perhaps a new website is coming soon. I've tried to obtain additional information, but have been unsuccessful so far. I'm not giving up :)

[ChucktownSteve]

I just saw two cruise company commercials in less than an hour on the same cable channel. One was for MSC and the other Royal Caribbean. Both offered something free. I thought the MSC ad was the strongest I've seen in awhile.

 

It was to the tune of In the Summertime but reworded to the things to do on the cruise with people having fun. The hook was Balcony cabins two for one. But before the offer, you were drawn in with the both music and activity. The commercial was more fun than playing Marco Polo. Just MHO; YMMV.

[ghstudio]

Doesn't it seem ironic (stronger word probably needed) that one of the CEO's major advertising messages is to justify paying higher prices....and their first ad ends with......up to $21xx off, call us.

[Jane2357]

The ad lacks anything of substance that would entice me to sail Celebrity - and at first I'm thinking who is Marco? I did just see a commercial for HAL and found it very appealing - although I'd never sail on them due to the smoking issue. Once again I think Celebrity has missed the Marc - :cool:

[brfan]

OMG!!! :eek:

That ad says NOTHING.

They don't even follow up the "marco" .... "polo" with something like "Celebrity is calling you".

The ad tells you nothing about a cruise - it will join those that we watch and then say "Just what did that have to do with the product?????"

 

Totally agree. When I first read this thread yesterday and before I saw the ad I was thinking it might be a variation of an old Royal Caribbean commercial - "The sea is calling - Answer it royally", which I liked. But this Celebrity commercial is awful.

[Hobbsey]

Ok, I will plead ignorance. What does an ancient Italian explorer have to do with cruising? Is there some hidden meaning to the name Marco Polo?

 

Marco Polo is also a kidsgame where you are blind folded and call out Marco. The others respond with Polo so the blinded one can track and eventually tag someone. Sometimes it's played in a yard. Sometimes in a pool.

 

Interesting that Celebrity is casting itself as the one wearing the blindfold.

[DavietheScot]

It's an add folk's chill, by some people's reaction on here you would think the world is ending !!!! It's got all you talking so maybe it's working.

To be honest it's no worse or better than any other line's add that I have seen.

[K.T.B.]

This is when being a bit of a history buff works against Celebrity's ad.

 

I wonder if they did some research the Polos (Marco was not alone in his travels, he traveled with his father and uncle). If they had done research, they probably wouldn't be using him. When he was 21, during a trip to China many of his caravan were either enslaved or killed. Most people, when they think of Marco Polo, think about his association with Kublai Khan for nearly 2 decades. He didn't mean Kublai Khan until 4 years after his near enslavement.

 

So while he was definitely an intriguing man, it wasn't all "wine & roses".

[chamima]

It's an add folk's chill, by some people's reaction on here you would think the world is ending !!!! It's got all you talking so maybe it's working.

To be honest it's no worse or better than any other line's add that I have seen.

 

It doesn't take much to get us talking on here. :o

Try mentioning tips, smoking or dress code. :p

 

I think the real world is much different..........

[Snow Road Cruisers]

Marco Polo is also a kidsgame where you are blind folded and call out Marco. The others respond with Polo so the blinded one can track and eventually tag someone. Sometimes it's played in a yard. Sometimes in a pool.

 

Interesting that Celebrity is casting itself as the one wearing the blindfold.

 

So the blind folded person (Celebrity) is blindly trying to locate the target person (new cruiser) who is talking/yelling at them so as just to hit someone? That must be the definition of Modern Luxury, I see now, this is intended as a humorous advertisement.

[dutchclogs]

Hi Everyone

 

Here's a link to one of the TV ads. Sorry to say, but I'm not loving this particular ad. Not getting the Marco Polo emphasis. Do you agree ?

 

https://amp.twimg.com/v/6c5fc045-9cc8-44c1-8804-40f10d7e9287

 

 

Curious to see Your thoughts.

 

Thanks Andy. Just played. I know I am outside the geographic audience target but I absolutely didn't 'get' it! (I do know who Marco Polo is BTW but not the pool game...)

[Responder]

So the blind folded person (Celebrity) is blindly trying to locate the target person (new cruiser) who is talking/yelling at them so as just to hit someone? That must be the definition of Modern Luxury, I see now, this is intended as a humorous advertisement.

 

Hmmm!

 

I don't see a lot of humor when I they bill my credit card for the cost of the cruise.

Becoming grossly overpriced.

[dutchclogs]

So the blind folded person (Celebrity) is blindly trying to locate the target person (new cruiser) who is talking/yelling at them so as just to hit someone? That must be the definition of Modern Luxury, I see now, this is intended as a humorous advertisement.

 

:D Now I get it!

[ChucktownSteve]

:D Now I get it!

 

I first thought it was an ad for Polo cologne. My wife luvs that stuff on me. :D

[ghstudio]

I just looked at the full minute ad on youtube...and I don't get it...I just don't get any part of the ad. Why are they showing me all those places that aren't on the ship? What is the tie to Marco Polo...how does Marco Polo relate to Celebrity, other than he was a sailor? Is there any part of the ad that even relates to the CEO's major advertising message?

 

The ads will make it clear that Celebrity is a premium product worth paying more for, she said. “It will have messaging in it that is very overt,” she said.

 

“We will tell people, ‘This is what we do, these are the awards we have been given, these are the accolades we have, and so for that you should want to cruise with us and expect to pay more when you do cruise with us.'"

 

She said the goal is to free Celebrity from the “mud” of price-focused competition. “We need to articulate our brand so that when people see it, they get it,” she said.

Edited January 12, 2016 by ghstudio

[snowyboy]

:D Now I get it!

 

Are you sure ??

 

I think they are advertising for the ship Marco Polo run by another company C & M.

 

[mcrcruiser]

Thanks for posting the new Celebrity Ad Andy :). Hope for their sake that they vastly improve their web site ;because people today will not waste time .That being said we are going in a opposite direction .

 

We have found that Celebrity pricing is now competitive with the Viking Ocean cruises ,all inclusive pricing when you add in Vikings free air . The numbers add up because Viking includes all the tours free internet ,wine & beer at lunch & dinner .They also carry far less passenger loads & no casinos . We are looking at a 15 night Viking cruise at a bit over $8000 total cost compared to a Celebrity Sky or Celebrity suite cost ;)

[maggie.1008]

Don`t get the add at all. Marco Polo makes me think about kids yelling in the pool !

[kitty9]

It's an add folk's chill, by some people's reaction on here you would think the world is ending !!!! It's got all you talking so maybe it's working.

To be honest it's no worse or better than any other line's add that I have seen.

 

I must disagree with you about Celebrity's new "ad" campaign. These commercials are supposed to entice people to book a cruise on that line, and this new one for Celebrity is in no way enticing. I just saw an ad for NCL cruise line and although I'm not a fan of that line, it was brilliant---actually beyond brilliant. Fabulous music, lively photography and sends a great message for their line that you can get on their ships and have the time of your life. I'm serious when I say I was totally taken in by their ad, and if I were a new cruiser, I'd be on the phone to my travel agent and booking an NCL cruise. Celebrity has an epic fail with this new ad campaign when compared to NCL's and even the new Royal Caribbean ads that I've seen in the past couple of days.

[ISABELLA]

If you're interested, the 1 minute version is on YouTube (I'm not good at this posting stuff, so forgive me if it doesn't display/work properly) -

https://youtu.be/6AK5EVpk_0Y

 

WOW! Seriously! Nothing in the Ad is inviting...Noticed that people in the Ad are mostly under 40.. IMHO- Ad is flop, just time will tell how big it is.

[ORV]

. Celebrity has an epic fail with this new ad campaign when compared to NCL's and even the new Royal Caribbean ads that I've seen in the past couple of days.

 

As big an Epic fail as "X The Rules"?