Celebrity Cruises is launching a new awareness campaign to run throughout the peak booking period.

Kicking off on Boxing Day, it will include TV, digital and radio elements to drive holidaymakers to their preferred travel agent.

Featuring a takeover of the iconic IMAX cinema by London’s Waterloo station, the campaign is the cruise line’s largest ever investment for the ‘wave’ period. 

The TV element will be featured on Channel 4 and Sky, while Smooth, Magic, LBC and Classic FM will run radio ads.

To support agents, Celebrity has added marketing assets to its trade portal CelebrityCentral.co.uk.

Here, agents can produce their own collateral, including the TV ad, and access a dedicated selling guide and new assets for Celebrity Edge.

Celebrity Cruises UK and Ireland sales director Claire Stirrup said: “This is our biggest investment ever at turn-of-year, mirroring the ambitions of the brand globally as manifested in the development of our fleet and launch of Edge Class.

“This demonstrates the importance of the UK and Irish market and our support to our travel partners. We’ve invested significantly to make Celebrity Cruises the number one holiday to sell this turn-of-year.

“We know agents are excited about our #CelebrityGoesDating incentive, and this campaign will drive more bookings for them, meaning more chances to win a place at the VIP party hosted by TV stars.”