‘Nothing Comes Close’: Celebrity Cruises Announces New Brand Positioning

Celebrity Cruises has launched a new brand identity aiming to highlight its unmatched vacation offerings from the perspective of guests.

“Nothing Comes Close”, the company’s new brand positioning and brand identity, premiered globally on Monday, April 8. The launch was built upon the recent reception to the introduction of Celebrity Ascent SM in late 2023 and the arrival of Celebrity Xcel SM in 2025.

Designed to capture Celebrity’s unique offering combining the intimate and thoughtful service of a small ship, with the variety and excitement of bigger ones, “Nothing Comes Close” will be the core of the cruise line’s brand positioning from media and advertising, to travel advisors and onboard.

“This isn’t just a brand campaign. This is who we are. It embodies the spirit of what sets a Celebrity Cruises vacation apart,” said Michael Scheiner, Senior Vice President and Chief Marketing Officer of the company.

The brand positioning is brought to life in a confident and playful creative style which captures the essence of a Celebrity vacation from the perspective of guests employing a technique coined “True Eye View”.

Distinguishing Celebrity, the visual approach is designed to elevate audience’s curiosity through their point of view and make them feel like they’re in the moment.

According to  Celebrity Cruises, “Nothing Comes Close” cements Celebrity’s reputation among guests as a brand with an emotional connection that sets it apart from the rest.

“It highlights the inherent promise of a premium vacation that indulges the sense of curiosity, exceeds expectations, and offers experiences found nowhere else,” the company said in an announcement.

Celebrity Cruises travels to nearly 300 destinations across more than 70 countries spanning all seven continents.

Navigator Travel & Tourist Services is Celebrity Cruises’ representative in Greece, Cyprus and Bulgaria.