Announces Exotic Itineraries, Once-In-A-Lifetime Excursions
New Ship Purchased to Take Guests to Galapagos Islands
Beginning June 11, 2004
MIAMI, Jan. 14 /PRNewswire-FirstCall/ -- Celebrity Cruises is taking guests to the farthest corners of the world, and treating them famously all the way. The launch of Celebrity Xpeditions, a series of exotic experiences and exceptional excursions, was announced today by Celebrity Cruises President and COO, Jack Williams, at a press event in New York.
Subject to closing of a pending acquisition, including regulatory approvals, the first in the Celebrity Xpeditions program will begin June 11, 2004, with a series of seven- to 10-night journeys in the Galapagos Islands, on a ship to be aptly named Celebrity Xpedition. The 296-foot vessel, which resembles a luxurious private yacht, accommodates 100 guests, and with 64 crew members, exceeds Celebrity's fleetwide 2-to-1 guest-to-staff ratio. Celebrity Xpedition will take guests on a series of seven- to 10-night journeys in the Galapagos.
Additional 'over-the-top' Celebrity Xpeditions in Antarctica, the Arctic, Alaska, Florida, and elsewhere will be announced later this year.
"This is a major new program for our brand," said Williams. "Celebrity Xpeditions are highly unique events and excursions that give savvy travelers once-in-a-lifetime opportunities to be treated famously in new environments." "This is a one-of-a-kind program that gives our guests the premium experiences they have come to expect of Celebrity -- in entirely new and different venues," Williams added.
After guests snorkel, hike and explore the pristine Galapagos Islands, they will return to one of the 47 staterooms and suites on Celebrity Xpedition. They can dine in the outdoor grill or the elegant main restaurant serving Celebrity's five-star cuisine, enjoy enrichment lectures, or visit the gym and spa, library, and lounge area featuring live music. In the Galapagos, guests can mingle with sea lions, chat with environmental experts and enjoy dinner and dancing under the stars, all in one day.
On future Celebrity Xpeditions, guests might scale glaciers on an ice- breaking ship in Antarctica, drive Hummers through the Alaskan woodlands, sport-fish in British Columbia, and rev up their engines at a racecar driving school in Florida.
Each Celebrity Xpedition will be offered in addition to current Celebrity itineraries, or as individual journeys.
"Our goal is to ultimately offer a Celebrity Xpedition on every cruise itinerary, from our year-round seven-night Caribbean product to our long, exotic European product," said Williams.
The announcement of Celebrity Xpeditions coincides with the launch of a new ad campaign introducing Xpeditions to consumers. In a few months, readers of Condi Nast Traveler, Travel + Leisure, and National Geographic Traveler will see two-page color ads creatively blending the new Xpeditions on land with the luxurious experience onboard. For example, a photo of a jagged rock in the Galapagos meets a photo of the smooth back of a woman getting a massage. The tagline reads, "Where the unspoiled meets the spoiled."
The campaign, created by Arnold Worldwide, a Boston-based advertising agency, also will introduce a TV billboard to air with the line's TV ad campaign, and a radio spot that will air in nine major markets this quarter.
Celebrity Cruises is the industry's highest rated premium cruise brand with a taste of luxury. The cruise line has nine ships in its fleet, which is the youngest of any major line. Celebrity sails in Alaska, Bermuda, California, the Caribbean, Europe, Hawaii, the Mexican Riviera, the Panama Canal and South America. For more information, call your travel agent, dial 1-800-437-3111, or visit the Celebrity web site at www.celebrity.com