Dive Brief:
- Norwegian Cruise Line debuted a new brand platform, “It’s Different Out Here,” inspired by its ‘90s tagline with the same name, the company announced this week.
- The platform nods to the brand’s history and reinforces the idea that memories matter more than offerings, pushing back against an industry often focused on amenities. A new visual identity embraces the consumer’s point of view to offer a sense 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campaign, “For All Maritime,” spans TV, out-of-home, digital, social and radio and celebrates travelers who reject outdated norms.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 first work for the brand from Arnold Worldwide.
Dive Insight:
Norwegian Cruise Line is reaffirming its commitment to the consumer experience with its new brand platform and marketing campaign. The move, which centers on the value of lasting memories over a cruise ship’s various bells and whistles, could appeal to consumers who increasingly value tailored travel experiences and flexibility as inflationary pressures endure.
The platform and campaign is the first work for Norwegian Cruise Line by Arnold Worldwide. The brand’s CMO, Kiran Smith, who was appointed last June, previously served as CEO at the Havas-owned creative agency.
“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 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,” a concept that eliminated traditional dining and entertainment schedules to allow consumers more flexibility in where and when they dined. A refreshed visual identity includes an airy, uncluttered design meant to spur a sense of presence by focusing on the consumer’s point of view.
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 better focus on offering exceptional experiences for guests, per the report, a focus evident in its new platform.
A number of 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 in the ‘90s while updating the concept to reach Gen Z.
