How Active International supported Celebrity Cruises’ media strategy to increase customer base  

Celebrity Cruises is an award-winning cruise line, providing premium holidays at sea through elevated experiences and unmatched offerings across its fleet of innovative ships. An array of premium food and drink options are available, alongside cutting-edge nightlife and rejuvenating wellness experiences, inviting guests to explore and restore throughout their holiday. With ships sailing across the world, Celebrity Cruises offers incredible itineraries from sun-soaked culture-spots across Europe, to nature-filled sailings in Alaska and tropical getaways in the Caribbean. Founded in 1988, Celebrity Cruises operates sixteen premium cruise ships across all seven continents. They regularly win travel awards, most recently becoming the first and only cruise line to receive Four-Star and Recommended Ratings by Forbes Travel Guide 2023. Active International began working with Celebrity Cruises in 2014, and have partnered with their various media agencies to help fund TV and Digital billings.  

The Challenge  

To maximise media budget and help Celebrity Cruises continue their growth amidst challenging conditions.  

The last few years have been a tough period for the travel industry thanks to Covid, Brexit and the uncertain economic climate — to name just a few of the challenges faced. As part of its wider marketing strategy, Celebrity Cruises decided to work with a corporate trade partner, to help drive new customers to cruising, enhance booking offers with additional incentives and make their media budget go as far as possible.  

The Solution  

Incremental guaranteed sales, increased media and access to new audiences. 

As an accredited travel agency, Active International is the perfect corporate trade partner to help clients expand their markets and raise brand awareness with new audiences. We work with a range of clients that align with Celebrity Cruises’ target audience, and have offered voucher incentive schemes to those who may not have tried a cruise holiday before, or may not have considered Celebrity Cruises before.  

This, combined with the guaranteed incremental business we’ve brought from our network of partners and loyalty schemes, has helped Celebrity Cruises reach new consumers through increased media and offers.  

The Result  

9 years of helping fund media spend and providing bonus customer and staff perks 

During our long-standing relationship with Celebrity Cruises, we’ve helped them:  

• fund an increase in TV and digital media to boost brand awareness and reach new audiences  

• provide internal staff incentives like Naked Wine boxes and John Lewis vouchers  

• offer customer incentives to book with House of Fraser vouchers  


“We’ve had a longstanding and very fruitful relationship with Active, working with them since 2015. In that time they’ve brought us new customers to cruising, helped us increase our media budgets and most of all been a pleasure to deal with. “ 

Jody Wallace, EMEA Commercial Marketing Director at Celebrity Cruises