Regent unveils new 'Unrivaled At Sea' brand positioningRegent unveils new 'Unrivaled At Sea' brand positioning

Regent Seven Seas Cruises' new brand positioning features the tagline 'Unrivaled At Sea' and a global brand campaign, 'Nobody Does It Better.'

The campaign was unveiled at the luxury expo ILTM Cannes.

Launching today, it will debut across marketing and sales channels including print and digital advertising, social media and connected TV.

New 'heartfelt hospitality' brand pillar

'We truly believe that across our fundamental brand pillars of immersive exploration, heartfelt hospitality, luxurious space and epicurean perfection that "Nobody Does It Better" than Regent Seven Seas Cruises,' President Andrea DeMarco said.

'Heartfelt hospitality' is a new pillar, intended to convey the 'warmth, care and personalized attention delivered to each guest' by passionate team members who attend to every detail.

Black and white

There's a new 'bold and striking' look, too, with black and white brand colors intended to make Regent stand out in its competitor set.

The creative was designed for more use in the digital sphere as Regent's key demographics become savvier with online technology, while imagery used in marketing will now focus on transporting customers into vacation experiences, showcasing the four brand pillars.

'Nobody Does It Better' film

'Nobody Does It Better' launches with a film that tells the story of a couple who are cared for and pampered from the start of their voyage when picked up for a door-to-airport Blacklane private chauffeur concierge service. The film features a bespoke recording of the classic song 'Unforgettable' by award-winning producer David Kosten.

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The couple indulge in luxurious experiences, from discovering iconic Mediterranean locales to sampling exquisite cuisine and beverages, all the while enjoying highly personalized service and Regent's 'heartfelt hospitality' in their suite and throughout the ship.

Comprehensive brand evolution

The new brand positioning results from a phased, comprehensive brand evolution, driven by consumer and travel trade research aimed at positioning Regent as the world's leading ultra-luxury cruise line.

'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 & strategy officer. She said Regent has transformed over the past few years, 'providing our guests with more flexibility, choice and personalization to fit their own definitions of luxury,' while also 'repositioning Regent to stand out in an ever more competitive ultra-luxury cruise landscape.'

Two fares

This research informed Regent's decision to create two new fares, launched last July.

The 'all-inclusive cruise fare' bundles in unlimited shore excursions, specialty dining and premium beverages, valet laundry service, gratuities and more, while the 'ultimate all-inclusive fare' extends beyond the cruise to include roundtrip flights (customizable to preferred air class) and a new private executive chauffeur service with Blacklane.