Monday, September 12, 2005

From the Pepsi Generation ...

CELEBRITY BOLSTERS BRANDING: As per the norm since Celebrity Cruises was scooped up by Royal Caribbean International, headhunters have gone outside the cruise industry for marketing expertise. Ellen Taaffe has been named senior v.p. of marketing effective Sept. 20, responsible for all of the premium brand’s marketing, consumer/trade ads, web and loyalty marketing, research, and brand development. That won’t instantly affect consumers, yet it likely will have big impact on how Celebrity is eventually perceived by a loyal following and new prospects. “Ellen has a proven track record of reaching consumers in innovative, impactful ways,” says Dan Hanrahan, Celebrity president. Taaffe comes to the line from PepsiCo, where she was v.p. of marketing, health and wellness programming, developing the “Smart Spot” program and driving national sponsorship of “America on the Move.” Before that, Taaffe was v.p.of marketing for Frito Lay’s convenience foods division. Celebrity’s 10-ship fleet sails in Alaska, Bermuda, the Caribbean, Europe, Hawaii, Mexican Riviera, Panama Canal and South America. For details, call (800) 437-3111. While you’re at it, check out Metroguide.com’s cruise port guide at http://www.portofcallguide.com/