Silversea Reinventing its Brand

In a sweeping marketing move, Silversea Cruises is reinventing itself as an international luxury product with a strong Italian heritage.

The cruise line has aligned itself with actress and model Isabella Rossellini as its "ambassador" and with several companies as "luxury partners."

Rossellini was described as the "ideal personification of Silversea's elegance, glamour and sophistication" by Silversea's vice president of marketing, Barbara Muckermann. And, being Swedish and Italian, while living in New York, also represents the cruise line's international flavor and Italian heritage, Muckermann said.

Rossellini will soon appear in Silversea print ads and brochures, photographed by Fabrizio Ferri, photographer for Vanity Fair and Vogue. The actress will be traveling on the ships and will have her own suite on each ship, decorated to her tastes and named after her.  

Silversea also announced marketing alliances with Acqua Di Parma - an Italian fragrance company, which will provide in-suite bath amenities; FAI - an organization that looks after the country's architectural and cultural treasures and will provide passengers with special access to historical sights; Italian Factory - representing Italy's new art scene with displays and sales onboard the ships; Loro Piana which will open stores on the ships, selling wool and cashmere products; and Viking Range - which will outfit the ships with its products and provide equipment for cooking demonstrations by visiting chefs from Relais & Chateaux Relais Gourmands who will host culinary cruises.

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