Celebrity Cruises unveils new 'Nothing Comes Close' brand positioning

'Nothing Comes Close' is premiering globally today, building on the reception to Celebrity Ascent's late 2023 introduction and the arrival of Celebrity Xcel in 2025. The campaign is launching with a high reach, full funnel media buy.

Intimate and thoughtful but exciting

Designed to position Celebrity as offering the intimate and thoughtful service of a small ship with the variety and excitement of bigger ones, ‘Nothing Comes Close’ will be the core of the brand positioning from media and advertising, to travel advisors and on board.

'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,' Celebirty President Laura Hodges Bethge said. 'Our new brand position packages this feeling in a memorable and compelling way.'

The brand positioning is brought to life in a confident and playful, creative style that captures the essence of a Celebrity vacation from the perspective of guests employing a technique coined ‘True Eye View.’ This visual approach is designed to elevate audiences' curiosity through their point of view and make them feel like they’re in the moment. 

'This is who we are'

'This isn’t just a brand campaign. This is who we are. It embodies the spirit of what sets a Celebrity Cruises vacation apart,' said Michael Scheiner, SVP and chief marketing officer, Celebrity Cruises.

Laura Hodges Bethge on Seatrade's New Presidents Panel Tuesday

Hodges Bethge is featured in Seatrade Cruise Global's New Presidents Panel on Tuesday.