• by Tanya Gazdik , October 25, 2011

Celebrity Cruises is collaborating with Rodale Inc. to offer a new series of interactive onboard activities themed around healthy eating choices.

The first initiative is themed around Rodale's New York Times best-selling "Eat This, Not That!" series.

Celebrity's version of "Eat This, Not That!" is an interactive trivia game that challenges guests' knowledge of healthy eating and promotes ways to make smart, healthy choices when dining out. "Cook This, Not That!" is a cooking demonstration that highlights ways to get the most flavor and nutrition for fewer calories when cooking at home. "Drink This, Not That!" is a mixology demonstration that presents tips for serving up tasty libations while avoiding unnecessary calories.

Celebrity’s partnership with Rodale is a “brilliant stroke” by both companies, says Bob Levinstein, CEO of CruiseCompete, an online service that helps cruisers find the best deal by having top travel agencies compete. “This move will increase sales for Celebrity and CruiseCompete travel agents, as today’s consumer is very health-conscious -- not to mention this will help debunk the cruise myth of overindulging with food,” Levinstein tells Marketing Daily. “Although this data is not part of our CruiseTrends report, CruiseCompete’s customer service director tells me we receive requests almost daily for fitness-theme cruises.”

Celebrity and Prevention Magazine, one of Emmaus, Penn.-based Rodale's longest-running publications, are developing additional wellness-focused activities, including enrichment talks led by health and wellness experts from the title.

"Our guests have told us how fulfilling our wellness activities are, particularly in a world where schedules are hectic and vacation time is so precious," said Dominique Bonavita, director, product development, Miami-based Celebrity Cruises, in a statement. "The collaboration with Rodale is a new evolution of programming that enriches our guests' lives long after their cruise, and we couldn't be more excited about all that we're offering and all that is yet to come."

"Eat This, Not That!" offers consumers simple choices that help them take control of their health and wellness. It has sold over six million copies since 2007, and has spawned branded extensions including "Drink This, Not That!," "Cook, This, Not That!," the ‘Eat This, Not That! No-Diet Diet" and the "Eat This, Not That! Supermarket Survival Guide." The series also has expanded into new media including the digital, mobile and social spaces.