NCL cruises with new brand campaign

Norwegian Cruise Line (NCL) recently unveiled a new brand identity that consciously draws on the past – while consistently looking towards the future.

The slogan “It’s Different Out Here” from the 1990s returns and forms the centerpiece of a revised brand platform designed to position NCL as a counterpoint to the increasing homogenization of the cruise industry.

A return to pioneering spirit

NCL has shaped the cruise industry in many ways. This pioneering spirit is now to be brought back into focus.

Because the shipping company introduced weekly Caribbean cruises, operates Great Stirrup Cay in the Bahamas – the first private island of a cruise company – and invented the concept of “Freestyle Cruising”, which turned rigid dining and entertainment plans upside down.

The new positioning was developed in collaboration with the agency Arnold Worldwide and is aimed at travelers who value flexibility, curated experiences and genuine time out with their loved ones more than a packed itinerary.

Memories instead of offers

Kiran Smith, Chief Marketing Officer of NCL, describes the move as a strategic realignment – ​​not a classic advertising campaign: “We are re-anchoring our brand with the values ​​that have always distinguished us: freedom and flexibility.”

And indeed, the new stance reads like a conscious rejection of a trend that has gripped the entire industry: ever larger ships, ever more attractions and ever more stimuli.

Jason Krimmel, Chief International Sales and Marketing Officer, sums up the core idea: “In a sea of ​​interchangeability, NCL stands out by creating vacation experiences that feel relaxed and personal – designed around the traveler, not the schedule.”

New look, clean style

The relaunch is accompanied by a multimedia campaign.Campaign with a new visual identity. The design is deliberately airy and uncluttered – a style that leaves space instead of cluttering it.

The focus is consistently on the perspective of the travelers, not on ship amenities or onboard entertainment.

The launch coincides with a significant year for the shipping company. In March, the "Norwegian Luna" will join the fleet as its 21st ship.

The “Great Tides Waterpark” will open on Great Stirrup Cay this summer, complemented by other new features on the private island.

Sierks Media / © Photos: Norwegian Cruise Line (NCL)