Celebrity is hoping its All Inclusive Photo Project (AIPP) will start a movement, with the line calling on travel companies to help address the lack of diversity in travel imagery.
A first for Annie Leibovitz
this is Leibovitz’s first time photographing a cruise-related campaign. Other photographers include Giles Duley, an English documentary photographer and triple amputee; Naima Green, a black and queer photographer based in New York; and Jarrad Seng, an Australia-based photographer, filmmaker and creative director of Malaysian-Chinese descent.
The collection includes models, musicians, athletes, artists, activists, refugees and others, all changemakers from underrepresented groups, as they check out the varied offerings on Celebrity’s ships and in the destinations visited.
Celebrity Cruises will make dozens of images available through a free, open-source online library for other brands and travel companies to use to help start their journey towards more inclusive travel marketing.
Challenge to conventional thinking
“For too long, ‘all-inclusive’ in the travel industry has meant that everything on your vacation is included in one price. We decided to challenge this conventional thinking by imagining the phrase through the lens of others “, said Lisa Lutoff-Perlo, President and CEO of Celebrity. ‘What Annie and all the talented artists involved in this project have captured so well is that to make the holidays truly live up to of the ‘all-inclusive’ marketing moniker, then they should start by using images that include everything, not just a few.’
Lutoff-Perlo continued: ‘We want our marketing – as with everything we do as a cruise line – to represent what the world is like and what we experience daily on our ships, as guests and crew of all the horizons work and play together to create a truly special onboard environment.
A “powerful platform” to act as a catalyst for change
Celebrity Marketing Director Michael Scheiner said global brands have a “powerful platform to act as a catalyst for positive change”, adding: “We know we still have work to do and we hope we will inspire others to join us on this important journey.” By leveraging the collective power of our travel industry, we can begin to make travel marketing truly ‘all inclusive’.’
Framed through the lenses of Leibovitz and other AIPP photographers, the images feature people experiencing the wonder of travel.
Leibovitz’s photos include Jillian Mercado, a model with muscular dystrophy, trying a new dining experience on a Celebrity ship. In another photo, John Forté, a black artist who rose to fame with multi-platinum hip-hop group The Fugees and now works with at-risk youth, is pictured making memories with his family at their premiere cruise.
And Abby Chava Stein, the first openly transgender woman raised in a Hasidic community and a direct descendant of Hasidic Judaism’s founder, the Baal Shem Tov, is pictured lounging on the deck of a Celebrity ship.
Giles Duley photographed Amy Conroy playing volleyball on a beach in Spain. At 12, Conroy was diagnosed with cancer and after a year of chemotherapy and a leg amputation, went on to play wheelchair basketball for Great Britain as a three-time Paralympian, U25 world champion and MVP, and World and European Senior Silver Medalist.
Naima Green captured Micah Ramos, a non-binary Filipino model who acts as a catalyst for individuality, vacationing on a Caribbean island.
Among the images of Jarrad Seng is Ester Onek, a social worker, lawyer and refugee from South Sudan who traveled to Australia in 2003, on the beaches of Margaret River, Western Australia.
Celebrity Cruises will launch the AIPP collection in a dedicated brand advertising campaign in early April.
This follows its global “Journey WonderFULL” campaign launched in September.