From Norwegian Cruise Line to Holland America Line, there have been many new branding developments among cruise companies recently, and Celebrity Cruises is next to freshen its marketing with a new campaign and commercial.

READ MORE: Celebrity Cruises 101: How Each Class Stacks Up

The global campaign is titled “Modern Luxury Lives Here” and applies to television commercials and social media with an emphasis on the line’s iconic “X” logo. Focal points include the premium line’s fine dining, accommodations and service, and its destinations. At the forefront of the marketing is a new TV spot called “Marco Polo” in 30- and 60-second versions. The video, hosted at my Popular Cruising YouTube channel below, plays off the titular call-and-response beckoning travelers to come aboard.

The commercial is somewhat similar to corporate cousin Royal Caribbean International’s former “The Sea is Calling” campaign but Celebrity’s take comes across as more refined, as crew members and even the captain call to those unknowingly eager to set sail, needing just a gentle reminder. The Marco Polo approach conveys discovery on many levels as the “X” cleverly mimics a looking glass, and Celebrity Cruises presents its luxurious means to accommodate it.

Later this month, three more 30-second commercials are set to debut and highlight what differentiate the line. Collectively, the campaign is the first public product to come from Celebrity’s partnership with creative agency, Venables Bell & Partners (VB&P).

As for social media, cruisers will be invited to share their vacation experiences on Facebook, Instagram, Twitter and Pinterest utilizing the hashtag #celebritycruises. The campaign will extend to paid and organic posts, carousels on Instagram, promoted tweets on Twitter and ads on Facebook.

READ MORE: Celebrity Cruises Intros 18 New Shows

“We are excited about the way ‘Modern Luxury Lives Here’ shows just how unique Celebrity is, and I love how our crew members and staff appear in our ‘Marco Polo’ spot,” President and CEO Lisa Lutoff-Perlo said. “The entire campaign brings to life, through storytelling and beautiful cinematography, some of our most important values, such as curiosity, discernment and experiences over possessions. No one delivers modern luxury more comprehensively than Celebrity, and this campaign clearly communicates that message.”

Direct competitor Holland America Line has also recently introduced new branding that is more modern, but new announcements have indicated that the line intends to still honor its Dutch heritage and maintain its unique identity while appealing to broader markets.

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