REGENT
An Unrivaled
Experience
Uncover emotional drivers that call
luxury vacationers to action.
What We Did
Global consumer research
Market segmentation
Consumer personas
Brand positioning
Messaging strategy
Design language
Campaign development
IMC planning
Campaign playbook
The Challenge
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.
The Solution
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.
The team at Stag & Hare came into our project with so much enthusiasm, passion and energy. They worked
so closely with our in-house team and clearly developed as much passion for our brand as we have internally. Their
dedication helped us develop a brand evolution that really resonates.
Janice Davidson, VP Creative & Brand Management
