Regent Seven Seas Cruises Unveils New Brand Positioning
The cruise line’s new branding is encapsulated in its new tagline, “Unrivaled at Sea.”
Photo: Regent Seven Seas Cruises
Regent Seven Seas Cruises has unveiled its new brand positioning featuring a new look and distinctive “Unrivaled at Sea” tagline. As part of its rollout, RSSC is launching a global brand campaign entitled “Nobody Does It Better.”
The campaign, which launches today, Dec. 4, will make its debut across marketing and sales channels, including print and digital advertising, social media, 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. “… our goal is always to provide a seamless and carefree travel experience that is Unrivaled at Sea.”
According to the brand announcement from Regent Seven Seas, the new tagline, new logo, and black and white brand colors “are bold and striking, allowing its new creative to be distinct, standing out in the cruise line’s competitor set…”
The line also said its new promise of being “Unrivaled at Sea” is supported by four brand pillars: Immersive Exploration, Heartfelt Hospitality, Luxurious Space, and Epicurean Perfection.
Heartfelt Hospitality is a new pillar for the cruise line, and is meant to “better capture the warmth, care, and personalized attention delivered to each guest…”
The new creative look has been specifically designed to allow for more use in the digital sphere, while imagery used in marketing activities will focus on “transporting guests into vacation experiences, showcasing the four pillars central to Regent’s brand promise.”
The global marketing campaign kicks off with the launch of a short video telling the story of a couple “who are cared for and pampered from the very start of their voyage…” The video features a newly recorded version of the classic song “Unforgettable” by award-winning producer David Kosten.
Data-Driven Brand Evolution
According to Regent, the new brand positioning marks the completion of a phased 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 and strategy officer for RSSC. “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.”
It was this research that was behind the line’s introduction of two new fares, launched in July 2024 to provide travelers with more choice about what they want included in the pricing.
