Celebrity Cruises is to premiere its new television advert on Friday night during Channel 4’s The Great British Bake Off: Extra Slice.

The advert is part of the line’s largest-ever media campaign in the UK & Ireland, entitled Journey Safe, Journey WonderFULL.

The advert is due to run throughout October during broadcasts of programmes including SAS: Who Dares Wins, Grand Designs and Location, Location, Location.

Other campaign activity will include appearances on digital out-of-home sites including London Westfield, Bluewater, Birmingham New Street and Manchester Arndale.

Trade activations to support the autumn bookings push include special air and cruise fare deals, a new Celebrity Moments campaign and enhanced Celebrity Rewards programme, and a range of marketing tools and resources on the Celebrity Central hub.

Jo Rzymowska, vice-president and managing director EMEA, said: “This is another huge moment for our brand, and our market, as we build back stronger following a successful season of luxury staycations this summer.

“Our passion for unique experiences that feed our love of travel, perfectly brought to life by the Journey Safe, Journey WonderFULL advertising campaign, echoes what our guests and partners have been telling us: how ‘WonderFULL’ it is to be meeting again on the ocean; visiting the world once more, reconnecting with friends and family, and meeting new people and communities, knowing that every little detail is taken care of – from seamless service to personal safety – so they can focus on making the very most of their luxury holiday at sea.”

The advert will first air on Channel 4 at 8.15pm on Friday evening.