Celebrity Launches Campaign to “X the Rules” of Cruising

Celebrity Launches Campaign to “X the Rules” of Cruising

Celebrity Launches Campaign to “X the Rules” of Cruising Celebrity Cruises is launching a new integrated, multi-channel campaign with the tagline “X the Rules.” As the line said in its announcement, “life and work have too many rules. A vacation -- one of the most important decisions time-starved consumers make each year -- should not.” “Our new campaign is grounded in deep consumer insights and the knowledge that vacation time is precious -- and limited. We get that,” said Celebrity President and CEO Dan Hanrahan. “We’re leveraging our longtime icon -- the high-visibility Celebrity ‘X’ -- to creatively communicate that the ‘X’ is the mark of an unmatchable vacation experience -- better than any other on land or at sea,” said Celebrity Vice President of Marketing Lisa Kauffman. Kauffman says Celebrity chose to partner with boutique creative network Underhead versus a traditional agency. The new campaign will appear in a variety of online executions, consumer and trade magazines, outdoor, and in newspapers across the U.S. and Canada. Celebrity also will use the new campaign on its Facebook page, where new online banner ads will be revealed. And, on Jan. 25, Celebrity will launch on Facebook a photo contest asking followers to share in postcard format how they “X the rules” in their own lives. The line will invite Facebook followers to vote for several entrants who will receive prizes.