Celebrity Cruises has launched a new brand positioning and brand identity ahead of the arrival of its newest ship, Celebrity Xcel, next year.

Its new ‘Nothing Comes Close’ theme will be at the centre of its media and advertising campaigns.

“From the thoughtfulness of our crew, to the excitement of entertainment and activities, guests tell us that ‘Nothing Comes Close’ to the way we make them feel,” said President Laura Hodges Bethge.

“Our new brand position packages this feeling in a memorable and compelling way.”