The Celebrity voice is inspirational, motivating and always positive. All consumer-facing copy should clearly support the idea that the Celebrity brand is sophisticated, yet approachable. Language, whether written or spoken, should be very visual in nature, painting a vivid picture for the consumer and delivering features and benefits in a more personal manner.
AVOID USING EXPECTED LANGUAGE. By describing surroundings or experiences visually, we will connect with the consumer on a deeper level and stand out more clearly.
Headlines:
Whether full headlines or teasers, it's important that leading copy conveys sophistication without alienating consumers. To do this effectively, headlines must be smart and inspirational. Language that touches on strong emotional truths, twists expected language or motivates consumers into deeper thought make for great headlines.
Sample Headline:
Leave your reality behind, it's not going anywhere.
In the above example, we start with a statement that perhaps seems pretentious "Leave your reality behind." and then anchor the thought with a down-to-earth, witty ending, "it's not going anywhere." This effectively conveys the approachable sophistication of the Celebrity brand.
Sample Headline/Subhead:
Atmosphere on the rocks
This subhead is used to quickly introduce the idea that they are in an ultra-modern environment where guests order drinks from a frozen ice bar. By twisting the cliché "on the rocks," with the word "Atmosphere," we capture attention and convey important information about the setting.
Body Copy
Wherever long blocks of copy are used to convey information, focus on capturing a moment rather than showcasing features and benefits. Writing from a second person narrative point of view will help consumers put themselves in the environments we create, whether it's describing ships, destinations or even special offers.
Sample Body Copy:
A Celebrity cruise is more than a vacation. It’s a voyage into a world where all your needs are met by a staff dedicated to ensuring that every moment exceeds your expectations. From spectacular dining to indulgent spa treatments, you can satisfy body and soul. There are countless entertainment possibilities — from activities that have been created just for kids to entertaining nightlife for adults. Celebrity Cruises® plans every facet of your cruise to ensure a totally seamless experience. That way you’re able to savor every moment.
AVOID USING CLICHÉ sales language like: Act now; So, what are you waiting for; Chance of a lifetime, etc
Celebrity vs. Celebrity Cruises:
We typically use the word Celebrity in copy that describes the brand experience or a particular product. Celebrity Cruises is used when we want to speak about Celebrity as a company.
Example:
Add to all this our famous personal service with a touch of luxury that makes every guest feel like the only guest onboard, and you can see why Celebrity guests and the travel press consistently rate Celebrity Cruises as one of the world's finest cruise lines and one of the best ways to see Europe.
Preferred Celebrity Terminology:
Please use the following common terms in the appropriate and preferred way:
- guests instead of passengers
- stateroom rather than cabin
- veranda instead of balcony