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On Celebrity Cruises’ 20th anniversary, president Dan Hanrahan unveiled a rebranding strategy that includes “Solsticizing” its Millennium-class ships and implementing an ad campaign that relies on the computer rather than the television.Last summer, Celebrity surveyed 10,000 customers in multiple settings, from focus groups to in-home interviews, and found that its target audience of cruise planners are primarily women, with family income from $75,000 or assets from $500,000 for retirees. Their mindset is youthful — boomers perceive themselves to be in the age group of 35-plus, an image reflected in Celebrity’s new brochure and advertising campaign, although the average age, slowly dropping, is actually around 55.
Celebrity Cruises’ Millennium-class ships will receive enhancements popularized on the Celebrity Solstice.// (C) 2010 Celebrity Cruises
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