Celebrity Cruises is adopting ‘Modern Luxury’ as a new marketing platform for the 2012 peak ‘wave’ booking period.

Flight prices are also being cut for the first time in an effort to make cruises “more affordable than ever”.

The Modern Luxury tagline will feature in all new point of sale material for agents as part of the turn-of-year promotion.

Subsidised European flights start at £49 per person while the line is offering free upgrades to balcony cabins when consumers book ocean view accommodation on selected sailings in 2012.

Cruises departing from Southampton on Celebrity Eclipse and new wine-themed cruises by Celebrity Constellation in September and October will feature accommodation upgrades and free car parking or coach transfers.

An agent incentive includes a goody bag prize draw with the chance to win an iPod nano, itunes voucher, Champagne and chocolates. Agents must sell a 2012 cruise by January 31 and complete a new ‘Modern Luxury’ training module.

There will also be the chance to win an iPad 2 each week. Two agents who make the most entries to the prize draw and make the most sales during the incentive period will also win a 14-night European cruise for two people.

Prices lead in at £1,099 per person for a 12-night cruise from Southampton on Celebrity Constellation departing on September 7, including a free balcony upgrade and complimentary car parking or coach transfers.

Head of sales Michael English said: “The Celebrity Cruises fleet is undergoing a huge revamp to add popular features found onboard Solstice Class ships to many of our other ships.

“This investment delivers new restaurants, bars and accommodation that all complete what we term as a ‘Modern Luxury’ holiday experience.

“We hope that the strong offers for the peak turn-of-year period help to get agents behind selling what is exciting and different about Celebrity Cruises.

“The number of cruises from the UK is set to increase in 2012 and we remain committed to training and incentivising agents to ensure they are best placed to sell.”