Thomson Cruises is revealed as the mystery brand behind the new social media campaign, #NotForMe.

Used as a hashtag by 12 influential photographers, bloggers and vloggers on their social channels throughout February, #NotForMe challenges the common misconceptions about cruise holidays, using typical British humour to turn existing opinions on its head.

Over the past month, the group have been onboard Thomson Dream and Thomson Celebration, visiting the Caribbean and Central America , keeping tight lipped over the fact that they are on a cruise.

From viewing the crystal waters of Antigua by helicopter, to touring Havana in classic cars, the team shared inspirational pictures and videos across their channels, jokingly using the hashtag #NotForMe – a typical response from those who wouldn’t consider a cruise holiday.

The tongue-in-cheek campaign challenges mistaken beliefs about cruise holidays, by bringing to life the diversity of destinations visited, and cultural experiences to be had on a Thomson Cruises holiday.

A mixture of social media people 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  beauty vlogger Hannah Michalak and her family were also among the team of cruise first-timers.

Following his trip, Jiri Siftar, said: “Before this journey, I really wasn’t sure what a cruise was about. I always thought it was not for me – and didn’t consider going on one. As you can probably tell from my Instagram feed… this is no longer the case!”

Managing Director of Thomson Cruises, Helen Caron, said: “Our #NotForMe campaign is a playful way to get people thinking differently about a cruise holiday, turning common misconceptions on their head. We often hear the phrase “not for me” from people who haven’t explored what experiences a cruise has to offer. We tailor our itineraries to make sure everyone from couples to families gets the most out of their time ashore – every day is a new adventure.

“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.”

Images and videos captured by the 12 voyagers, are currently showcased at thomson.co.uk/not-for-me, and will be used as part of a wider marketing campaign across the UK.