Celebrity Cruises presents new brand positioning

Celebrity Cruises presents new brand positioning


April 9, 2024 - "Nothing Comes Close," Celebrity Cruises' new brand positioning and identity, celebrated its global premiere yesterday. The repositioning builds on the positive response to the launch of Celebrity Ascent in late 2023 and the highly anticipated launch of Celebrity Xcel later this year 2025.

"Nothing Comes Close" highlights the originality of Celebrity Cruises, combining the exclusive atmosphere and attentive service of smaller ships with the diversity of offerings of larger ships. The new brand positioning represents a premium vacation that arouses curiosity, exceeds expectations and offers unique experiences.

Celebrity Ascent from a bird's eye view

Celebrity Ascent from a bird's eye view - Photo © Celebrity Cruises


Laura Hodges Bethge, President of Celebrity Cruises, emphasizes: “Our guests say that traveling with Celebrity Cruises is unique. From our crew's unique service to the exciting entertainment and activities, 'Nothing Comes Close'. Nothing comes close to the feeling we give our guests when they travel with us." The new brand positioning underlines this feeling in the long term.

The brand positioning is implemented in a playful creative style that captures the essence of a Celebrity Cruises vacation from the guest's perspective using the "True Eye View" technique. Celebrity Cruises' distinctive visual approach piques the audience's curiosity and gives them the feeling to experience something.

Michael Scheiner, senior vice president and chief marketing officer of Celebrity Cruises, explains: “This is not just a brand campaign. This is us. It embodies the spirit of what makes a Celebrity Cruises vacation special."

Celebrity Ascent - Flag Ceremony

Celebrity Ascent - Flag Ceremony - Photo © Celebrity Cruises


With humorous messages and authentic images, "Nothing Comes Close" consolidates Celebrity Cruises' reputation as a brand with an emotional connection that sets it apart from competitors. However, the extent to which the campaign will be successful in European markets remains to be seen.

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