Celebrity Cruises has run a new ‘perceptual challenge‘ campaign to help prove that many of the preconceptions held about cruising are false, and that cruises are a holiday that even the doubters would love.
Before the campaign began, the cruise line commissioned research that shows that 41% of adults thought that cruising was an expensive holiday, and 36% believed that cruises were exclusively for an older crowd.
22% of people asked associated cruises with negative experiences, including cheesy entertainment, spending limited time in any particular destination, and overcrowding.
The campaign then involved the cruise line advertising a brand new ‘Apex Resort‘ coming in 2024. The cruise line kept their involvement secret – instead, the participants in the research were shown a series of images that showcased the Celebrity Apex and her best features, but marketed as a new ‘land’ resort.
It was then revealed to the participants that the resort was actually a cruise ship, and the impact on the participants was profound.
59% of those taking part changed their minds about cruising upon the reveal. 78% of the Millennials taking part in the study, and 74% of Gen Z holidaymakers, said that they were now completely open to booking a cruise holiday.
The pricing misconception was also shattered – with a 13-night cruise on Celebrity Apex compared to a similar all-inclusive stay at a 5* resort. The cruise was as much as 52% cheaper!
Our aim of teasing Celebrity Apex as a land based resort was to challenge the perception of cruise holidays and showcase all this innovative ship has to offer. By presenting it as a resort experience we showed that Celebrity Apex combines the best of both worlds: the intimacy of a beautiful resort with the boundless possibilities and breath-taking destinations from a resort at sea.
Jo Rzymowska, Vice President & Managing Director, EMEA for Celebrity Cruises
The campaign was launched to celebrate Celebrity Apex sailing from Southampton in May 2024.
Related Posts:
- Celebrity Cruise Ships Ranked From Best To Worst
- Are Celebrity Cruises All Inclusive?
- The Best Cruises For 18-Year-Olds (Without Parents!)
Jenni Fielding is the founder of Cruise Mummy. She has worked in the cruise industry since 2015 and has taken over 30 cruises. Now, she helps over 1 million people per month to plan their perfect cruise holidays.
Royal Caribbean Changes Loyalty Drink Policy, Sparks Guest Backlash
Elite members of Royal Caribbean’s Crown & Anchor loyalty program have expressed frustration after a new policy was introduced regarding the way free daily drinks are served on board. As…
Yacht Crashes Into Royal Caribbean’s Allure of the Seas While Docked in Nassau
Guests aboard Royal Caribbean’s Allure of the Seas had an unexpected encounter on Wednesday, 11th December 2024, when a yacht collided with the massive cruise ship while it was docked…
Carnival May Ban Confetti Cannons on Cruise Ships After Guest Complaint
Carnival Cruise Line is considering adding confetti cannons to its list of prohibited items after a recent guest complaint highlighted the potential environmental impact of the popular party accessory. The…
Electrical Fire Breaks Out on MSC Seashore During Caribbean Cruise, Itinerary Unchanged
MSC Seashore passengers experienced a minor scare on the first night of their 7-night Caribbean and Bahamas cruise as reports of smoke and electrical issues surfaced on social media. The…
