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Celebrity Cruises: ‘All-Inclusive Photo Project' changes the face of travel imagery

The All-Inclusive Photo Project has been commissioned by Celebrity Cruises and aims to change the face of travel imagery, by addressing the under-representation of different groups, including minority ethnic, plus-size, LGBTQIA+ individuals and people with disability.

The All-Inclusive Photo Project has been commissioned by Celebrity Cruises and aims to change the face of travel imagery, by addressing the under-representation of different groups, including minority ethnic, plus-size, LGBTQIA+ individuals and people with disability.

Celebrity Cruises is launching a bold new initiative to change the meaning of “all-inclusive” in the travel industry.

Recognising the need to improve the representation of all people who travel in marketing materials, the cruise line has created both a new campaign and the world’s first free-to-use, ‘open source’ travel image library.

The campaign and collection named ‘The All-Inclusive Photo Project’ (AIPP) – aims to start a movement, calling on travel companies to help address the lack of diversity in travel marketing imagery.

The stunning new images feature the work of acclaimed photographers including Annie Leibovitz; Giles Duley, an English documentary photographer and a triple amputee; Naima Green, a Black, queer New York-based photographer; and Jarrad Seng, an Australia-based photographer, filmmaker and creative director of Malaysian-Chinese descent. 

Jillian Mercado, actress and American fashion model enjoy a meal. Image: Annie Leibovitz

The collection features models, musicians, athletes, artists, advocates and activists, refugees and more, all change-makers in their own right from underrepresented groups, as they enjoy the varied offerings on Celebrity’s ships and within the destinations visited.

“For far too long, ‘all-inclusive’ in the travel industry has meant everything on your vacation is included in one price. We set out to challenge this conventional thinking by imagining the phrase through the lens of others,” said Celebrity Cruises President and CEO Lisa Lutoff-Perlo.

All Inclusive Photo Project
Rachel Fleit takes a dip in the ocean. Image: Annie Leibovitz

Michael Scheiner, Celebrity Cruises’ Chief Marketing Officer said global brands, such as Celebrity, have a powerful platform to act as a catalyst for positive change.

“We know we have more work to do and we hope we inspire others to join us on this important journey. By leveraging our collective travel industry might, we can begin to make travel marketing truly ‘all-inclusive.”

Celebrity Cruises will launch the AIPP collection as a dedicated brand advertising campaign in early April.

For more information visit www.celebritycruises.com/PhotoProject