Thomson Cruises was revealed today (25 February) as the mystery brand behind the social media campaign #NotForMe, which saw a group of 12 photographers, bloggers and vloggers photograph their travels and post on Instagram using the hashtag in an ironic way to turn common misconceptions about cruises on their head.
Over the past month, the group have been onboard Thomson Dream and Thomson Celebration on a cruise of the Caribbean and Central America, without revealing they are on a cruise. They have all posted photos of the stunning land and seascapes on their social media accounts jokingly using the hashtag #NotForMe – a typical response from those who wouldn’t consider a cruise holiday.
The tongue-in-cheek campaign aims to challenge the common misconceptions surrounding cruise holidays by showcasing the diversity of destinations visited, and cultural experiences to be had on a Thomson Cruises holiday.
A mixture of social media stars joined the cruises, including the man behind @London Instagram account, Dave Burt, and Jenny Scott, author and founder of Mother’s Meeting – the ‘no fluff’ event-networking club for mums. YouTube star and beauty vlogger Hannah Michalak and her family were also among the team of cruise first-timers.
Helen Caron, managing director of Thomson Cruises, said: "Our #NotForMe campaign is a playful way to get people thinking differently about a cruise holiday, turning common misconceptions on their head."
"Working with some of the UK’s most talented and influential photographers has been a fantastic way to reveal the reality of what a cruise is really like to those who wouldn’t usually consider it their choice of holiday."
Independent communications agency Exposure created and implemented the #NotForMe campaign for Thomson Cruises.
Images and videos captured by the 12 voyagers, are currently showcased in one vibrant album on the brand's website, and will be used as part of a wider marketing campaign across the UK.
Photographs from the #NotForMe campaign