Regent revamps brand with ‘Unrivalled at Sea’ positioning

A global multimedia ‘Nobody Does It Better’ campaign will support a brand refresh by Regent Seven Seas Cruises.

New ‘Unrivalled at Sea’ positioning will appear across marketing and sales channels including print and digital advertising, social media and TV.

Regent’s revamped positioning marks the completion of a phased brand evolution, driven by consumer and travel trade research, according to the luxury line.

The new creative look and feel has been specifically designed to allow for more use in the digital age.

Regent found its key demographics have become more savvy with online technology.

Imagery used in marketing activity for the six ship line will now focus on transporting passengers into holiday experiences, showcasing four pillars central to Regent’s brand promise.

Chief marketing officer and strategy officer Jessie John said: “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. 

“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.”

In addition to the new brand positioning and supporting brand campaign, the research informed Regent’s decision to create two new fares – all-inclusive and ultimate all-inclusive – launched in July.

Meanwhile, sister Norwegian Cruise Line Holdings line Oceania Cruises has completed installation of Starlink high speed internet access across its fleet of eight ships, with unlimited wi-fi included as part of the cruise fare.