- Norwegian Cruise Line debuted a brand new brand platform, “It’s Different Out Here,” inspired by its ‘90s tagline with the identical name, the corporate announced this week.
- The platform nods to the brand’s history and reinforces the concept that memories matter greater than offerings, pushing back against an industry often focused on amenities. A brand new visual identity embraces the buyer’s standpoint to supply a way of presence.
- The accompanying campaign, “For All Maritime,” spans TV, out-of-home, digital, social and radio and celebrates travelers who reject outdated norms. The campaign launches with a 30-second spot and is the primary work for the brand from Arnold Worldwide.
Norwegian Cruise Line is reaffirming its commitment to the buyer experience with its recent brand platform and marketing campaign. The move, which centers on the worth of lasting memories over a cruise ship’s various bells and whistles, could appeal to consumers who increasingly value tailored travel experiences and adaptability as inflationary pressures endure.
The platform and campaign is the primary work for Norwegian Cruise Line by Arnold Worldwide. The brand’s CMO, Kiran Smith, who was appointed last June, previously served as CEO on the Havas-owned creative agency.
“We’re not only launching a campaign — we’re re-anchoring our brand within the values which have at all times set us apart: freedom and adaptability,” said Smith in release details. “For nearly 60 years, NCL has been an innovator, and this transformation honors that legacy while meeting the expectations of today’s guests.”
Norwegian Cruise Line’s platform revives its ‘90s tagline, “It’s Different Out Here,” in a nod to its disruptor mentality, per release details. The brand created “freestyle cruising,” an idea that eliminated traditional dining and entertainment schedules to permit consumers more flexibility in where and once they dined. A refreshed visual identity includes an airy, uncluttered design meant to spur a way of presence by specializing in the buyer’s standpoint.
An accompanying campaign, “For All Maritime,” launches with a 30-second spot, “Flip Flops,” that contrasts the strictness of a British Royal Navy ship with the relaxed environment on a Norwegian Cruise Line trip. The spot was directed by Jim Jenkins of O Positive. Additional ads, including a 60-second hero spot and two more 30-second spots, will debut later in January.
The latest news from Norwegian Cruise Line comes as WPP Media secured the brand’s $102 million U.S. media account from Publicis-owned Digitas, Adweek reported this week. The $11 billion cruise line is working to “redefine” its brand to higher deal with offering exceptional experiences for guests, per the report, a spotlight evident in its recent platform.
Quite a few other marketers have recently revived past taglines and platforms. Sprite last spring brought back its iconic “Obey Your Thirst” slogan alongside NBA player Anthony Edwards and sprinter Sha’Carri Richardson. In October, Pringles resurfaced its “Once You Pop, The Fun Don’t Stop” tagline made famous within the ‘90s while updating the concept to achieve Gen Z.
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