Celebrity Cruises has launched a new marketing campaign titled ‘Nothing Comes Close’ to redefine its brand identity.
- The campaign aims to establish the company firmly as a premium holiday provider within the cruise market.
- Giles Hawke claims the new strategy addresses past ambiguities about the brand’s market position.
- The initiative includes sophisticated multimedia elements and comprehensive training for agents.
- Celebrity Cruises promises an unparalleled holiday experience that distinguishes it from other types.
Celebrity Cruises, striving to redefine its brand positioning, has introduced a marketing campaign under the slogan ‘Nothing Comes Close’. This initiative seeks to establish the company as a leading premium holiday provider, showcasing its commitment to offering experiences that surpass all others in quality and satisfaction. In spearheading this campaign, Giles Hawke, managing director and vice-president for the EMEA region, highlighted that previously there was a lack of clarity regarding where the brand stood in the cruise market.
According to Hawke, the campaign was meticulously crafted based on feedback from guests and agents who consistently described Celebrity Cruises as superior to other holiday options. Emphasizing quality, the ‘Nothing Comes Close’ slogan underscores the company’s dedication to excellence, ensuring a firm presence in the premium segment of the market. Hawke expressed that this development, which includes new imagery, video content, and a television advertisement, is a direct response to a need for clearer communication of their brand’s unique offerings.
To ensure the campaign’s success, Celebrity Cruises has launched an extensive trade marketing partner programme, which was initiated in January. This programme involves collaboration with marketing specialists within agencies, aiming to create promotional materials tailored to highlight Celebrity Cruises’ offerings effectively. More than 100 staff members from key agencies have already participated, demonstrating strong industry support for the initiative.
Central to the campaign is the training provided to agents, equipping them with necessary tools to deliver an impeccable service experience, starting from the initial customer contact to the post-holiday follow-up. The training is designed to maintain the promise of offering a service experience that no other holiday can match, aligning with the high standards set by Celebrity Cruises.
President Laura Hodges Bethge echoed this sentiment by noting that the feedback from customers consistently praised the unforgettable atmosphere created onboard, from attentive crew service to engaging activities and entertainment. The sentiment that ‘nothing comes close’ to the feeling aboard Celebrity Cruises’ is being encapsulated in their new brand promise, making it both memorable and compelling.
With its fresh campaign, Celebrity Cruises positions itself unequivocally as a premium choice in the holiday market, championing unrivalled experiences under its new slogan.
