Regent Seven Seas Cruises has revealed its new brand positioning ‘Unrivalled at Sea’ and a new, multi-media brand campaign.
Launched today on 5 December, both the new brand campaign, titled ‘Nobody Does it Better’ and the brand positioning statement are the result of a significant multi-year evolution of the brand, designed to position Regent for continued success.
The revitalised brand will make its debut across marketing and sales channels including print and digital advertising, social media, connected TV and more.
“We are delighted to proudly reveal our new brand positioning and compelling global brand campaign to our valued guests, travel partners, and team members all around the world,” said Andrea DeMarco, President of Regent Seven Seas Cruises.
“When guests sail aboard ‘The World’s Most Luxurious Fleet’, our goal is always to provide a seamless and carefree travel experience that is ‘Unrivaled at Sea’, exceeding each guests’ unique expectations in every way. We truly believe that across our fundamental brand pillars of Immersive Exploration, Heartfelt Hospitality, Luxurious Space and Epicurean Perfection, that Nobody Does It Better than Regent Seven Seas Cruises.”
‘Heartfelt Hospitality’ has been introduced as a new pillar for Regent to better capture the care and personalised attention that the cruise line says guests receive onboard its ships.
The new creative look and feel has been specifically designed to allow for more use in the digital sphere as Regent’s key demographics become move savvy and further embrace online technology.
Regent says that imagery used in marketing activity will now focus on transporting guests into vacation experiences, showcasing the four pillars central to Regent’s brand promise.
Regent’s global brand marketing campaign ‘Nobody Does It Better’ launches with a new film that tells the story of a couple who are pampered from the very start of their voyage when picked up as part of a door-to-airport Blacklane private chauffeur concierge service.
The film features a bespoke recording of the timeless classic song Unforgettable by award-winning producer David Kosten.
Regent says its new brand positioning marks the completion of a phased, comprehensive brand evolution, driven by consumer and travel trade research.
“The ultra luxury cruise landscape is constantly evolving, and we recognise that to remain the leader, we must adapt, innovate and consistently anticipate and exceed the expectations of the discerning ultra luxury traveller,” said Jessica John, Chief Marketing & Strategy Officer, Regent Seven Seas Cruises.
“Over the past few years, we have embarked on a bold journey of transformation in our product, marketing and messaging, providing our guests with more flexibility, choice and personalisation to fit their own definitions of luxury, while also boldly repositioning Regent to stand out in an ever more competitive ultra luxury cruise landscape.”
The research was also key in informing Regent’s decision to create its new All-Inclusive Cruise Fare, launched in July 2024.
In October, the luxury cruise operator launched Regent Connect – a new sales and marketing solution within Regent’s travel partner programme, Regent Elevate.
For more information visit rssc.com
