Norwegian Cruise Line Brings Back 90s Tagline, Launches National Ad Campaign
by Dori Saltzman
Photo: NCL
Norwegian Cruise Line is bringing backs its iconic 90s tagline, “It’s Different Out Here.” The tagline is at the heart of a new brand identity that reminds cruisers of NCL’s barrier-breaking history.
Developed in partnership with Arnold Worldwide, the refreshed brand platform “celebrates the disrupter mentality that has always set NCL apart” and “reframes what cruising can feel like.”
“This is a pivotal moment for Norwegian Cruise Line,” said Kiran Smith, chief marketing officer of 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.”
The centerpiece is the rebranding is a national campaign, “For All Maritime,” a “cinematic narrative” celebrating travelers who reject outdated norms and embrace the freedom and flexibility NCL is built to offer.
The “film” follows that spirit across maritime history, spotlighting intrepid sailors who have never fit neatly into stuffy nautical tradition. Across social media, this includes videos showing dissatisfied sailors as far back as several hundred years ago.
The new campaign also introduces a new look and feel for the brand that is focused on showing the cruiser’s point of view and not only the amenities onboard.
The new campaign debuts at the start of an historic year for NCL. The company will launch its 21st ship into the fleet later this spring and has only just opened the first major enhancements to its Great Stirrup Cay private island.
