Celebrity Cruises

The All Inclusive Photo Project

Rachel Fleit Annie Leibovitz photography
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The Challenge

Despite seismic societal changes, travel marketing imagery is still dominated by picture-perfect people. Photography is awash with white, slim, straight, able-bodied couples and families, meaning it completely ignores the diversity of global travellers.

The Solution

On behalf of Celebrity Cruises, we created the world’s first open-source, diversity-focused image library, free to use to help others in the travel industry create more inclusive content. A library that represents the true breadth of humanity; regardless of sexuality, size, physical ability, or race.

To execute, we commissioned photographers and talent who identified as being a part of underrepresented communities, including the world renowned Annie Leibovitz, to create new stock travel photography.

Working across three continents, we then partnered with 12 trailblazing social talents to ensure our library featured entirely minority ethnic, disabled, plus-size and LGBTQ+ changemakers - all of whom were empowered to tell their story and share their experiences onboard Celebrity Cruises.

Rachel Fleit Annie Leibovitz photography

The Impact

8,000+ brands and media visited the AIPP microsite in the first month
240M total PR campaign reach
Single largest organic spike across global brand channels
100+ pieces of coverage
Nominated for 15+ global awards and counting
51% increase in post interactions on Celebrity’s owned social channels

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