Celebrity Cruises is mounting a TV, digital and radio campaign to run throughout the ‘wave’ peak booking period.
It is the largest investment the line has made for a ‘wave’ campaign.
TV slots and outdoor advertising – including a takeover of the IMAX cinema by London’s Waterloo station – will be supported by radio and print advertising to drive holidaymakers to their preferred travel agent.
The campaign, due to launch on Boxing Day, will be shown on Channel 4 and Sky, while Smooth, Magic, LBC and Classic FM radio will run it on the airwaves.
It is designed to ensure that Celebrity Cruises remains at the front of the minds of agents and consumers following the launch of Celebrity Edge last month.
Jo Rzymowska, Celebrity Cruises’ vice president and managing director for UK, Ireland and Asia, said: “Now we have launched Celebrity Edge we want to show that ship in all its glory.
“We have got out-of-home creative that shows [Celebrity] Edge and a TV and radio campaign that shows off the ship and the destinations we offer.
“It is a ‘thread’ campaign so the creative threads from the ship to the destinations.”
Rzymowska said this was the first time Celebrity Cruises had opted to put a turn-of-year campaign on both TV and radio.
To help agents, Celebrity Cruises has added corresponding marketing assets to its online trade portal celebritycentral.co.uk.
Agents can produce their own collateral, including the TV ad, and post it on social media and on websites with a modified ‘call-to-action’, encouraging customers to contact their business.
Claire Stirrup, Celebrity Cruises’ sales director for UK & Ireland, said: “This is our biggest investment ever at turn of year, mirroring the ambitions of the brand globally.
“This demonstrates the importance of the UK and Irish market and our support to our travel partners.
“We have invested significantly to make Celebrity Cruises the number one holiday to sell this turn-of-year.”