Regent Seven Seas Cruises has launched a brand campaign called "Nobody Does It Better" with an "Unrivaled at Sea" tagline.
The campaign will be seen across marketing and sales channels, including print and digital advertising, social media and connected TV. The luxury line also has a new black-and-white logo.
Regent said its 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, reflecting "the warmth, care and personalized attention delivered to each guest by the incredible onboard team," Regent said.
Regent said its new brand positioning "marks the completion of a phased, comprehensive brand evolution, driven by consumer and travel trade research to best position the company firmly as the world's leading ultra luxury cruise line."
Jessica John, Regent's chief marketing and strategy officer, said, "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."
In July, Regent rolled out a new fare structure that lowers the entry price point, giving customers the option to pay a lower price and book transportation on their own. Regent has historically offered an all-inclusive cruise fare that incorporates business-class air travel and transfers. The inclusive option features a new chauffeur service with Blacklane.