Celebrity Cruises Drives Consumers to Agents

New ads urge clients to seek the help of a travel agent By: Marilyn Green
Celebrity Solstice // (C) 2010 Celebrity Cruises
Celebrity Solstice // (C) 2010 Celebrity Cruises

The Details

Celebrity Cruises
www.cruisingpower.com

Celebrity Cruises has launched a new campaign designed to drive consumers to travel agents through ads featuring the headline, “Go ahead. Ask your travel agent.”

“Since our brand was founded 20 years ago, we have publicly acknowledged that travel agents are invaluable to the Celebrity brand,” said Celebrity’s senior vice president of sales, Dondra Ritzenthaler. “We could never achieve the levels of success we continue to achieve without them, and we’re putting our money where our mouth is, making a significant investment in a robust ad campaign devoted to them. By creatively encouraging consumers to ask an agent specific questions, we’ll help consumers learn more about our brand and help drive business for agents.”

The new campaign is running in Conde Nast Traveler and Travel + Leisure, on local billboards in Miami and Fort Lauderdale, Fla., and in newspapers as well as online advertising and trade print ads.

Celebrity also announced a new group policy to better align with consumer booking trends. This new system provides agents in North America with additional options, depending upon the number of staterooms they need to hold, which allows more time to market and sell group inventory. Agents are welcome to use either group booking program at any time, based on what works for a given group.

The new group policy will continue to offer both a no-deposit and deposit program. Celebrity’s no-deposit program will now permit agents to hold a maximum of 16 staterooms up to 120 days prior to the sailing date for cruises of up to eight nights in length and 150 days prior to the sailing date for cruises of a nine-night duration or longer.

The deposit program gives agents the opportunity to set aside between 17 and 50 staterooms until 120 days before the sailing date for cruises of up to eight nights in length and 150 days before the sailing date for cruises of a nine-night duration or longer. Deposits are due within 30 days of creating the group space. These changes do not apply to cruise-tours or Celebrity Xpedition sailings.

>