Probably one of the most impactful travel campaigns of the year, Celebrity Cruises launched a Diversity-Focused Open-Source Image Library for other travel companies to access. The 'All-Inclusive Photo Project' expands the diversity and inclusion journey throughout the travel industry and gives a new meaning to all-inclusive holidays.
Celebrity Cruises is launching a bold new initiative to change the meaning of "all-inclusive" in the travel industry. Acknowledging the need to improve the representation of all people who travel in marketing materials, the cruise line has created a new campaign and the world's first free to use, 'open source' travel image library. The campaign and collection - 'The All-Inclusive Photo Project' (AIPP) - aims to start a movement, calling on travel companies to help address the lack of diversity in travel marketing imagery. We have all seen it, most marketing assets from travel companies portray white, able-bodied, and heterosexual families.
Annie Leibovitz is among the world-renowned photographers who took part in this initiative calling on travel companies to help address the lack of diversity in travel marketing imagery. Other artists who created these new images include Giles Duley, an English documentary photographer and a triple amputee; Naima Green, a Black, queer New York-based photographer; and Jarrad Seng, an Australia-based photographer, filmmaker and creative director of Malaysian-Chinese descent. The collection features models, musicians, athletes, artists, activists, refugees and more, all change-makers in their own right from underrepresented groups, as they enjoy the varied offerings on Celebrity's ships and within the destinations visited.
Celebrity Cruises will make dozens of the images available via an open-source online library for other travel brands and companies to use to help kickstart their journeys towards more inclusive travel marketing. "For far too long, 'all-inclusive' in the travel industry has meant everything on your vacation is included in one price. We set out to challenge this conventional thinking by imagining the phrase through the lens of others," said Celebrity Cruises President and CEO Lisa Lutoff-Perlo. "As global brands, we have a powerful platform to act as a catalyst of positive change. We know we have more work to do and we hope we inspire others to join us on this important journey. By leveraging our collective travel industry might, we can begin to make travel marketing truly 'all-inclusive," said Michael Scheiner, Celebrity Cruises' Chief Marketing Officer.