Celebrity Cruises shares strategy behind ‘All-Inclusive Photo Project’
The effort to increase representation in images led the brand team to create a photo library for the entire industry.
As brand storytellers, it is essential to think about inclusion and diversity in your content.
What are the stories and identities being highlighted? Does your organization speak to the full diversity of its consumer base or is a subset of consumers overrepresented? Who is being ignored?
Celebrity Cruises, a luxury cruise operation under the umbrella of Royal Caribbean Group, found that its content wasn’t nearly diverse enough. Specifically, it was having a hard time sourcing images of all kinds of skin tones and body types.
To solve what the team describes as industry-wide issue around representation in marketing and brand story images for the luxury travel sector, Celebrity Cruises decided to create its own open-source image database. It’s calling the effort “The All-Inclusive Photo Project” and features an array of images taken by world-class photographers, including Annie Leibovitz.
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