Regent Seven Seas Cruises has revealed a bold new brand positioning, "Unrivalled at Sea," alongside a global marketing campaign, "Nobody Does It Better." The ultra-luxury cruise line aims to reinforce its status as the world’s leading luxury cruise brand with a striking new look and a compelling brand promise.
New tagline and creative look
Launching on 5 December 2024, the new creative features a black and white colour scheme and the "Unrivalled at Sea" tagline, designed to make Regent stand out in the luxury cruise market. The updated brand reflects a comprehensive, multi-year evolution, focused on enhancing the guest experience with a stronger emphasis on immersive exploration, heartfelt hospitality, luxurious space, and epicurean perfection.
“Our goal is always to provide a seamless and carefree travel experience that is Unrivaled at Sea, exceeding each guest’s unique expectations,” said Andrea DeMarco, president of Regent Seven Seas Cruises.
Heartfelt hospitality as a key pillar
A new addition to Regent’s brand pillars, Heartfelt Hospitality, highlights the personal, attentive service guests receive from the onboard team. Regent’s long-standing heritage and commitment to providing unmatched luxury make this a key aspect of the brand’s identity, ensuring guests feel like family throughout their journey.
Global campaign: Nobody Does It Better
The "Nobody Does It Better" campaign is launched with a film featuring a couple indulging in luxury experiences aboard a Regent cruise. A bespoke recording of the song "Unforgettable”, produced by David Kosten, accompanies the film, emphasising the cruise line's elegance and sophistication.
Adapting to evolving demands
The brand’s new positioning is based on consumer and travel trade research, ensuring Regent’s offerings meet the evolving expectations of the ultra-luxury traveller. "The ultra luxury cruise landscape is constantly evolving," said Jessica John, chief marketing & strategy officer. "We must adapt, innovate, and exceed the expectations of discerning travellers."
As part of its evolution, Regent introduced a new all-inclusive fare in July 2024, providing guests with personalised luxury, including unlimited shore excursions, speciality dining, premium beverages, and more.