First Look at Azamara’s New ‘Change the Way You Sea’ Brand Campaign

Azamara wants consumers to “Change the Way You Sea.”

The luxury cruise line this week unveiled its newly created campaign that focuses on the places and experiences that are available to guests on an Azamara sailing. In particular, it showcases Azamara’s identity of destination immersion, with intensive land experiences and more overnights in each destination in touches.

“We understand our guests are looking for new experiences at a more relaxed pace, and to make memorable connections with the destination and its locals,” Azamara president Carol Cabezas said.“Our latest campaign really brings Azamara’s objective to life.”

The line called the campaign, “the latest chapter in the line’s journey as an independent cruise company.” Azamara was sold by Royal Caribbean in early 2021 in a $200 million deal to private equity firm Sycamore Partners.

Shortly after, the cruise line announced its intentions to add a fourth ship to its fleet and named former Holland America president Orlando Ashford as its new executive chairman.

It then returned to sailing later in 2021, a return that TMR got a taste of late last year with Azamara Journey in the Canary Islands.

Despite all the change, Azamara has stuck to its destination-immersion identity, and it's exactly that identity that the new campaign aims to showcase. The line currently has plans to visit over 250 ports around the world, with more than 430 overnight stays and 850 late nights. That schedule includes its first-ever World Voyage and new maiden ports only accessible to smaller ships.