Norwegian Cruise Line has unveiled a new (yet not new) brand identity, “It’s Different Out Here,” a throwback to the NCL ad campaign of the 90s.
The modernized identity was developed in partnership with Arnold Worldwide. The new platform is leaning into the idea that memories matter more and being fully present. As a pioneer in the cruising industry, NCL offers “Freestyle Cruising,” which allows guests to choose their dining schedule and companions. NCL was also the first to offer weekly cruises to the Caribbean and to open a private island in the Bahamas. This new mindset of being fully present and not seeking the next big attraction celebrates what has always set NCL apart.
“This is a pivotal moment for Norwegian Cruise Line. We’re not just launching a campaign – we’re re-anchoring our brand in the values that have always set us apart: freedom and flexibility,” said Kiran Smith, chief marketing officer of Norwegian Cruise Line. “For nearly 60 years, NCL has been an innovator, and this transformation honors that legacy while meeting the expectations of today’s guests. Delivering on this vision takes trusted partners who understand our DNA, and Arnold has helped us bring it to life in a way that is authentic and unmistakably NCL.”
The new TV campaign, “For All Maritime,” celebrates travelers who appreciate flexibility and freedom. The “cinematic narrative” follows sailors throughout maritime history who have long rejected “stuffy nautical tradition.” The campaign introduces a new look and feel for NCL, reminding cruisers to remain present in the moment.
The new campaign is debuting at a historic time for Norwegian Cruise Line. The company is completing major enhancements to its private island in the Bahamas, Great Stirrup Cay, including the opening of Great Tides Waterpark this summer, as well as debuting ship #21–Prima Plus Class Norwegian Luna–in March.