When things go wrong in the world, to sit back and relax into syrupy goodness, amazing trifles and spun-sugar creations is a dream. The contestants try new things, test their limits and support each other through their triumphs, over-baking and collapsed sponges. I’d love to be a great baker but I’m not sure that my creations will make it much further than the dog’s always-empty stomach. But a great show such as Bake Off makes me give new things a try.
That’s why at Celebrity Cruises we chose to premiere our new TV advert during The Great British Bake Off last week. Our business is all about encouraging new experiences, enjoying the world and embracing challenges, and the new Bake Off really hit the spot. The advert is based on the theme “Sail beyond borders”. Our business is championing a world where things are better when you say hello to something different.
“Sail beyond borders” is about the spirit of our business – we believe the world is better when you open yourself up to new experiences, celebrate different cultures, and enjoy the world around you.
Our industry has high standards when it comes to celebrating differences. Our business has targets for improving diversity in our marine and technical roles. This isn’t just about recruiting more women, it is also about supporting people whose home countries may not give them such opportunities. I’ve also loved seeing recent campaigns by airlines including easyJet to attract more female pilots.
These celebrations of differences are empowering and exciting to the next generation of travel professionals. Sometimes, what has always been needs a kick up the backside to change.
While our new TV ad is mostly about encouraging people to talk to their travel agent about Celebrity Cruises, I hope that something small resonates with people: that challenging the norm is a very good thing. I also hope that talking about travel as an enabler to celebrating differences is powerful during Plan a Cruise Month. Setting off on a cruise brings together so many different experiences across multiple destinations in a way that a land holiday in one location cannot do.
I loved Bake Off on BBC; in fact I didn’t think it had any reason to change. But the innuendos are funnier now, and its change has been interesting and inspiring. Even when it comes to a national treasure, saying hello to something different is totally delicious.
Jo Rzymowska is vice-president and managing director, Celebrity Cruises UK & Ireland & Asia
