Known for its ultra-luxurious and all-inclusive cruise offerings, the brand needed to reassess their position within the market to both fend off encroaching competition and also attract new guests to the brand. Additionally, with the impending launch of a new ship in the fleet, the brand needed to step up efforts to further position itself as the leader within luxury cruising, driving awareness and increased bookings.
By tapping into consumer insights, we were able to identify travel behaviors and desires of the ideal Regent customer — those who want truly unique experiences. With that, we rearchitected the brand’s positioning by shifting the promise to ‘Unrivaled Experiences’. This boldly declares the brand’s position as the category leader for world travelers who accept nothing less than the absolute best on- and off-ship.