Celebrity Cruises will begin a four-year refurbishment plan to "Solsticize" its Millennium-class ships. The renovations are part of an extensive new brand platform that includes a new tagline and marketing campaign.
During an event here to kick off the campaign and unveil the slogan "Designed for You," Celebrity CEO Dan Hanrahan said the Solstice would be "front and center" in the effort. The campaign includes print and online advertising.
The line's four Millennium-class ships will be drydocked, one a year, in order to receive various Solstice-class upgrades. Hanrahan said upgrades would include adding the ice-topped Martini Bar and Crush to the lobby area on deck 4; replacing the Cova Cafe with the Cafe al Bacio and Gelateria; and building a Tuscan Grille in place of the ships' unique, but less-trafficked, Conservatory on the top deck. A Bistro on Five will replace the current martini bar. Also, cabins and other public areas will be refurbished.
The first ship, the Constellation, will receive what Hanrahan called the "Solsticize" treatment in April.
Celebrity said the "Designed for You" platform, including the line's Celebrity Life onboard programs and changes to its Captain's Club loyalty program, represented a nearly $200 million investment.
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