Regent Seven Seas Cruises (RSSC) has unveiled its new brand positioning featuring a new look and the “Unrivaled at Sea” tagline. Complementing this launch is RSSC’s new global brand campaign, “Nobody Does It Better.”
Launching today, Dec. 4, 2024, the revitalized 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, in a press release statement. “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.’ We truly believe that across our fundamental brand pillars…that ‘Nobody Does It Better’ than Regent Seven Seas Cruises….”
In addition to the new tagline, the new brand positioning includes a new logo and black and white brand colors, which, says the cruise line, “are bold and striking, allowing its new creative to be distinct, standing out in the cruise line’s competitor set….”
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 with online technology,” RSSC states. The imagery used in marketing activity will now focus on transporting guests “into vacation experiences, showcasing the four pillars central to Regent’s brand promise,” which focus on “Immersive Exploration,” “Luxurious Space,” “Epicurean Perfection” and “Heartfelt Hospitality.” The latter is a new pillar for Regent, to “better capture the warmth, care and personalized attention delivered to each guest by the incredible onboard team,” the cruise line states.
The global brand marketing campaign is launching with a video that tells the story of a couple who are “cared for and pampered from the very start of their voyage” when they are picked up as part of a door-to-airport Blacklane private chauffeur concierge service. Throughout the story, the couple indulge in a myriad of what the cruise line calls “ultra-luxury experiences….”
Check Out the Video Here:
RSSC says this 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 recognize that to remain the leader, we must adapt, innovate and consistently anticipate and exceed the expectations of the discerning ultra-luxury traveler,” said Jessica John, Chief Marketing & Strategy Officer, Regent Seven Seas Cruises, in a press release statement. “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 personalization to fit their own definitions of luxury, while also boldly repositioning Regent to stand out in an ever more competitive ultra-luxury cruise landscape.”
In addition to the new brand positioning and supporting brand campaign, the extensive research conducted informed Regent’s decision to create two new fares—launched in July 2024. The fares allow guests to tailor their journey to their unique preferences.
