Celebrity Cruises will debut its new TV advert during The Great British Bake Off on Christmas Day as part of a seven-figure media campaign.
The film, Wonder Awaits, is set to air across Channel 4, Sky and - for the first time - ITV, for more than two months alongside "an extensive digital plan" to drive brand awareness ahead of Celebrity’s next Edge-class ship, Celebrity Apex, launching in Southampton in March.
In a brand first, Celebrity’s marketing push also includes the film being previewed on digital screens at Heathrow airport, as well as Waterloo station.
The line’s full campaign comprises TV, digital, Broadcast Video on Demand, Digital Out of Home, social media and print advertising.
Ahead of the naming of Apex, Celebrity said its commitment to the UK market had "never been bigger".
Jo Rzymowska, vice-president and managing director UK, Ireland and Asia, said 2019 had been "an exceptional year" for Celebrity, as the line welcomed Celebrity Edge and its Galapagos-based vessel, Celebrity Flora, to its fleet.
“2020 is shaping up to be even more exciting as we welcome Celebrity Apex into Southampton this March. This sensational media campaign and our exciting plans for the year ahead demonstrate our commitment to growing the brand in the UK and Ireland, and supporting the trade as they continue to help us on this journey," she said.