Making all-inclusive, all-inclusive - #AlIInclusivePhotoProject

Good Relations

Client: 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. Smashing our KPIs, our images were also embraced by travel professionals across the globe, forever changing the face of category communications. Literally.