Saturday, February 20, 2010
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$200 million investment announced by Celebrity Cruises By Scott Armstrong ~ Guardian Business Editor ~ scott@nasguard.com: A luxury cruise line company serving The Bahamas is marking its 20th anniversary by investing millions in its fleet. Miami-based Celebrity Cruises offers a series of cruises to Nassau from its home city, plus Baltimore, Charleston and Key West on its fleet of ultra-luxurious vessels. Now Celebrity is investing $200 million in upgrading its services and introducing many of the features of its newest crafts - the Solstice class - into its Millennium class ships. "What better time than our 20th anniversary to celebrate Celebrity's history of award-winning service, cuisine, and our new, brand-defining Solstice Class?" said Celebrity's President & CEO Dan Hanrahan. "Through our Designed for You platform, we plan to leverage our Solstice Class ships' stylish, modern design and ambience even further," said Hanrahan, revealing that Celebrity plans to incorporate iconic Solstice Class attributes across the fleet, most notably through a significant revitalization of all four Millennium Class ships. Celebrity Constellation will be the first to receive the new enhancements during scheduled drydock in April of this year. Among the Solstice Class features to be introduced on the Millennium Class ships: *More opportunities to relish Celebrity's world-class cuisine with the addition of Tuscan Grille, the Napa Valley-meets-Italian-steakhouse venue found on Celebrity Solstice and Celebrity Equinox *Bistro on Five, the vibrant, popular creperie introduced on Celebrity Solstice and Celebrity Equinox *A Solstice Class-inspired, ice-topped Martini Bar paired with Crush, whose ice-filled table presents a selection of chilled, top-tier vodkas *The cool Café al Bacio and Gelateria, replacing the former Cova Café *As introduced on the Solstice Class, an Enomatic wine bar, the state-of-the-art, Italian designed wine serving system allowing guests to select and serve, at the touch of a button, the wines of their choice by the glass *More sumptuous suites, on a par with those in the most modern hotels in Europe, with all new furniture, flat-screen TVs, upholstery, bedding and carpeting *Restyled staterooms, with entirely new carpeting, flat-screen TVs, upholstery and bedding *New color schemes, carpeting and upholstery reflective of Solstice Class in every public venue, from the Celebrity Theater to Seaside Grill, from the main dining room to Michael's Club The revitalization is just part of Celebrity's full Designed for You platform, which - when combined with the brand's Celebrity Life onboard experience, more robust, well-received Captain's Club, and multiple other brand enhancements- represents a nearly $200-million investment. The beauty of Celebrity's Solstice Class also takes center stage in the brand's new ad campaign, with dramatic, distinctive images, a modern, contemporary graphic treatment, a copy voice promoting the brand's differentiating elements, and the tagline, Designed for You. Marking a first for Celebrity, a hip new video shot on Celebrity Solstice to capture the essence of the Celebrity cruise experience will run on multiple travel, video, social, lifestyle and news sites. Print ads will appear in trade and consumer magazines and major daily newspapers across North America. "We've studied where cruise enthusiasts go to research options for their next vacation, and more than 70 percent go online," said Hanrahan. "So, we'll have a big presence there, on some of cruisers' favorite sites, to allow them to briefly and virtually immerse themselves in a vacation experience designed for them." Celebrity's five-ship Solstice Class fleet represents an investment of $3.7-billion - the largest newbuild commitment for a single brand in industry history - offering modern cruising "firsts," including The Lawn Club; The Hot Glass Show; AquaClass; the industry's first application of solar technology, and stylish staterooms whose design was influenced by a panel of women with unique travel and hospitality insights. To check out Celebrity's new Designed for You branding and video, visit the Celebrity web site at www.celebritycruises.com.
Tuesday February 09, 2010 |
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