The line’s Journey Safe, Journey WonderFULL campaign, its largest ever media campaign in the UK and Ireland, will premiere on Channel 4 during The Great British Bake Off: An Extra Slice at 8.15pm, before airing throughout October in advertising breaks during SAS: Who Dares Wins, Grand Designs and Location, Location, Location.

Claire Stirrup, UK and Ireland sales director, told TTG the ad – which is set to a remix of Louis Armstrong’s What a Wonderful World – had been made to “tear up every stereotype and cliché that exists about cruising”.

Jo Rzymowska, Celebrity’s vice-president and managing director EMEA called the line’s new campaign “another huge moment for our brand and our market”. 

To support the campaign, Celebrity is offering consumers up to 20% saving on cruise fares until the end of October. 

The line has also launched a new Celebrity Rewards programme – giving agents the chance to invest the points they have earned from bookings to gift their customers with personalised treats in their cabin during their next cruise.

Stirrup said the idea said come from agent feedback as trade partners wanted to thank valued clients for their support during the past 18 months.

The brand’s recently launched Celebrity Moments campaign is also continuing – which sees 100 giveaways to win a share of £25,000.

Stirrup said Celebrity had welcomed more than 150 agents onboard UK-based Celebrity Silhouette and Celebrity Apex out of Greece this summer following its restart of operations in Europe in June 2021. 

Celebrity has also released new trade marketing tools on Celebrity Central including a Europe-dedicated marketing kit focusing on social media and email collateral.   

The line will have all of its three Edge-class ships sailing in Europe next summer – with Celebrity Beyond set to sail its maiden voyage from Southampton at the end of April.

“It’s a massive message and shows our commitment to the UK and Ireland market,” added Stirrup. “It’s a phenomenal opportunity for all of us.”