Celebrity Cruises to introduce ‘Celebrity Edge’ this year

Kathryn Kannampuzha | Mumbai

TIRUN Travel Marketing, the India representative for Celebrity Cruises completed 25 years of serving the Indian market. In the month of November 2018, the cruise brand will be introducing Celebrity Edge, the finest and the most futuristic cruise ship offering. Malala Yousafzai has been chosen as the Godmother of Celebrity Edge. Additionally, an investment of USD 400 million will be made from 2019-2023 across the fleet to renovated nine cruises, shared Lisa Lutoff-Perlo, President and CEO, Celebrity Cruises and Jo Rzymowska, Vice President and Managing Director, Celebrity Cruises UK, Ireland and Asia.

Ratna Chadha, CEO, TIRUN Travel Marketing revealed that Celebrity Cruises has grown 60% year on year whereas the industry experienced a growth of about 20 to 25% and this in itself reflects the cruise line’s performance and relative customer appeal.

Talking about this year’s marketing strategy for Celebrity Cruises, she added that they will be reaching out to the B2B and B2C target audience with niche promotional and consumer advertising along with engaging trade marketing activities. Leveraging experiential marketing through specially-curated on-ground events such as ‘Cruise to Comedy’, ship visits and tours to media as well as trade partners will also be conducted alongside to offer a glimpse of the luxurious experience that each and every Celebrity Cruises guest enjoy onboard. Regular webinars and trade roadshows will help in creating awareness and educating on how to sell the cruise offerings more effectively.

Speaking about the target for 2018, Chadha asserted, “We are looking forward to further stimulate growth and bring greater disruptions in 2018. Some of the reasons that make us optimistic while doing so are the cumulative increase in short-duration Europe Cruises, the possibility of newer cruise itineraries to Indian shores planned during December 2018 and the introduction of revolutionary Celebrity Edge.”

The company’s goal is to have finest ships deployed on Indian shores in the coming three to four years and enable Indian guests to board such cruises right from their backyard without having to fly to another country. The Indian government has introduced a slew of efforts to promote cruise tourism in India and utilise the sector as a possible job employment as well as a revenue generating platform. Being on the current government cruise tourism task-force as the only private equity stakeholder, Chadha promises to try and ensure introduction and timely implementation of strategies and policies to promote cruise tourism in India.