Celebrity Cruises is a cruise line company and people travel for the ability to experience new places. In order to create an inclusive image, Celebrity has created their own library of images with flags from all over the world and diversity in mind.

Celebrity Cruises Creates Travel Image Library to Promote Inclusion

Celebrity Cruises has unveiled a groundbreaking new photographic campaign in collaboration with world-renowned photographers such as Annie Leibovitz.

The All-Inclusive Photo Project (AIPP) is a campaign project that will build a diversity-focused open-source image library that other organizations may utilize.


“For far too long, ‘all-inclusive’ has meant that everything on your trip is included in one price in the tourism business. Celebrity Cruises President and CEO Lisa Lutoff-Perlo commented, “We set out to disrupt this traditional thinking by seeing the term through the eyes of others.” “What Annie and all of the amazing artists engaged in this project have conveyed so eloquently is that for holidays to really live up to the marketing name ‘all-inclusive,’ they should start by choosing imagery that are inclusive of everyone, not just a few,” says the artist.

Celebrity Cruises will make dozens of the photos accessible for other travel brands and enterprises to use in an open-source online library to help them begin their journeys toward more inclusive travel marketing.

Jaimen Hudson, photographer, and wife, Jess, share the beach with kangaroos. The photographer Jaimen Hudson and his wife, Jess, share the beach with kangaroos. (Photo courtesy of Celebrity Cruises’ Jarred Seng)

The images were created in collaboration with Annie Leibovitz, a longtime advocate for the LGBTQ+ community; Giles Duley, a triple amputee and English documentary photographer; Naima Green, a Black, queer New York-based photographer; and Jarrad Seng, a Malaysian-Chinese photographer, filmmaker, and creative director based in Australia.

“We want our marketing, like everything else we do as a cruise line, to reflect how the world looks and what we see on our ships every day, as passengers and staff from all walks of life work and play together to create a really unique onboard experience,” Lutoff-Perlo said.

Models, singers, sportsmen, artists, activists, refugees, and others appear in the photos, which display characteristics of Celebrity’s ships and the countries to which the cruise company goes. They are all underrepresented groups who are change-makers in their own way.

Travel influencers and LGBTQ+ activists, Aisha and Lexie, enjoy a game of volleyball on the beach. Aisha and Lexie, travel influencers and LGBTQ+ campaigners, enjoy a game of beach volleyball. (Photo courtesy of Celebrity Cruises’ Giles Duley)

“As global companies, we have a unique opportunity to be catalysts for good change.” We recognize that there is still much more work to be done, and we hope that our efforts will encourage others to join us on this important path. We can begin to make travel marketing genuinely ‘all-inclusive’ by utilizing our collective travel industry strength, said Michael Scheiner, Celebrity Cruises’ Chief Marketing Officer.

In early April, Celebrity Cruises will start a special brand advertising campaign for the AIPP line. This campaign follows the cruise line’s Journey WonderFULL campaign, which debuted in September and featured a broad spectrum of passengers to demonstrate Celebrity’s new commitment to increasing diversity and inclusiveness in its own travel marketing.

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