Celebrity Cruises is aiming to “clarify our brand identity” with the launch of a new global marketing campaign called Nothing Comes Close.

Giles Hawke, managing director and vice-president for the EMEA region, told Travel Weekly the line had previously been “unclear” about where it sits within the cruise market, but the new proposition – which states a Celebrity Cruises holiday is of a higher quality than any other holiday type – “firmly secures” it as a premium brand.

He said the Nothing Comes Close slogan was developed in response to feedback from agents and guests who, he claimed, hailed Celebrity Cruises as “better [than other holidays] in every aspect”.

New imagery, video content and a television advert have been created to support the campaign, along with training tools for agents, who have been tasked with upholding the line’s promise to be superior to all other holidays from the moment they engage with a customer through to following up after the trip has ended.

Hawke emphasised the success of the line’s trade marketing partner programme which was launched in January and aims to engage with marketing specialists within agencies to help them create materials to support Celebrity Cruises sales, saying more than 100 staff members from “key agencies” have signed up and they, partnered with the new training content, will help create a smooth transition for agents to understand the new proposition.

“Nothing Comes Close defines our vision as being the best premium holiday full stop, not just within the cruise sector,” said Hawke.

“Previously, Celebrity Cruises did not give enough clarity on both where the brand sat in the premium space and why customers should choose us as their holiday provider, but now we can say you should pick us because nothing else will come close to the experience we will give you and we must hold ourselves accountable to that promise every day.

“As part of that, we need agents to give them the Celebrity Cruises service right from the moment a customer contacts them thinking about taking a holiday all the way through to following up with the client after they come home.” He added: “It’s really important agents reflect the promise we’re going out with.”

Celebrity Cruises president Laura Hodges Bethge said: “Our guests tell us that Celebrity vacations are unparalleled. From the thoughtfulness of our crew to the excitement of entertainment and activities, guests tell us that nothing comes close to the way we make them feel.

“Our new brand proposition packages this feeling in a memorable and compelling way.”