Agency: Celebrity Cruises
The travel industry has shown considerable creativity in the face of colossal challenges in every way other than one - its communications. Despite seismic societal changes, travel marketing was still dominated by picture-perfect white/slim/straight couples/families ignoring the diversity of real travellers. We posed the question ‘could Celebrity Cruises make ‘all-inclusive’ genuinely all-inclusive’? We commissioned the world’s greatest and most diverse photographers to create the first free, open-source, diversity-focused image library dubbed the #AllInclusivePhotoProject. With free access to travel imagery, travel professionals across the globe downloaded in their hundreds and we smashed all our KPIs, changing the face of category communications. Literally.