Regent Seven Seas Cruises®, the ultra-luxury cruising company, has unveiled a striking new brand positioning with the tagline Unrivalled at Sea
. This new positioning is accompanied by a distinctive creative look, solidifying Regent’s status as the world’s leading ultra-luxury cruise line. Alongside this, Regent has launched a rich and emotive global brand campaign titled Nobody Does It Better, which features a bespoke recording of the classic song “Unforgettable” by award-winning producer David Kosten.
A New Era of Luxury at Sea
The unveiling marks the culmination of a significant multi-year evolution designed to position Regent for continued success. Andrea DeMarco, President of Regent Seven Seas Cruises, emphasised the importance of this transformation: “When guests sail aboard The World’s Most Luxurious Fleet, our goal is always to provide a seamless and carefree travel experience that is Unrivalled at Sea, exceeding each guests’ unique expectations in every way.”
Unrivalled at Sea: A Distinctive Brand Identity
Regent’s new tagline, Unrivalled at Sea, is supported by four guiding brand pillars:
- Immersive Exploration
- Heartfelt Hospitality
- Luxurious Space
- Epicurean Perfection
These pillars highlight the key guest experiences that Regent excels at, promising an unparalleled luxury experience. The new logo and bold black-and-white brand colours are designed to stand out in the competitive cruise market, positioning Regent among the world’s leading ultra-luxury land-based hotels and resorts.
Heartfelt Hospitality, Regent’s new pillar, captures the warmth, care, and personalised attention delivered by the incredible onboard team. Guests consistently cite this aspect of Regent’s service for fostering strong brand loyalty.
Nobody Does It Better: A Global Brand Campaign
Regent’s global brand campaign, Nobody Does It Better, includes a captivating film about a couple pampered from the start of their voyage, featuring a bespoke recording of “Unforgettable.” The film showcases the myriads of ultra-luxury experiences available on Regent cruises, from discovering iconic Mediterranean locales to enjoying exquisite cuisine and personalised service.
Data-Driven Evolution
Jessica John, Chief Marketing & Strategy Officer, highlighted the brand’s evolution: “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.”
Extensive research informed the creation of two new fare options launched in July 2024:
- All-Inclusive Cruise Fare: This fare includes unlimited shore excursions, specialty dining, premium beverages, valet laundry service, gratuities, and more.
- Ultimate All-Inclusive Fare: This fare extends the journey to include roundtrip flights, customisable air class, and private executive chauffeur service with Blacklane.
These fare options offer guests true personalised all-inclusive luxury tailored to their unique preferences while continuing to enjoy The Most Inclusive Luxury Experience.
Looking Ahead
Regent’s bold new brand positioning and global brand campaign are set to redefine luxury at sea. With a focus on immersive experiences, heartfelt hospitality, luxurious spaces, and epicurean perfection, Regent Seven Seas Cruises continues to lead the way in ultra-luxury cruising, ensuring every guest’s journey is truly Unrivalled at Sea.
