The line has placed a series of frames – designed to reflect features of the Celebrity Cruises experience – around the UK asking people to capture “a different view” of something familiar.

They have been placed in 20 locations around central London, Chester, Birmingham, Weymouth, Canterbury and Southampton to celebrate the line’s “a different view” campaign.

Materials used for the frames are all based on objects or experiences onboard Celebrity Cruises’ ships.

Scott Anderson, general manager at the Luxury Cruise Company, said the company had been given a turf-based frame – symbolising the line’s onboard lawns – at Parsons Green in London.

He said the agency would be using social media to encourage customers and locals to head down and take snaps of their own different views through the frame. Celebrity has also given the Luxury Cruise Company Love2shop vouchers to then award to people who take the best photos.

“We’re really excited for it,” he told TTG. “No other cruise line has done something like this. It’s a great way to create awareness, rather than just focusing on trying to secure bookings.

“That works well for us too as we’re not about hard sell, but about the experience.”

Other views offered through the frames include iconic landmarks such as Tower Bridge, the V&A museum and Chelsea’s Albert Bridge in London, as well as Ocean Village in Southampton and Brindleyplace in Birmingham.

Using the hashtag #ADifferentView the images will be entered into a contest to celebrate the best unique perspectives of popular views, with those who snap the best photos given the chance to win a series of prizes, including exclusive experiences with Celebrity Cruises’ ambassadors such as Oz Clarke and Great British Chefs, as well as luxury cruise holidays.