NCL sets sail with new brand platform, national ad campaign

With a history of breaking boundaries, Norwegian Cruise Line (NCL) has set sail with a new brand identity inspired by its iconic 1990s tagline, “It’s Different Out Here,” along with a new national TV campaign.

The new platform is rooted in NCL’s 59-year history as a pioneer in the industry and the creator of “Freestyle Cruising,” which eliminated traditional dining and entertainment schedules, allowing guests to dine where, when and with whom they wish. NCL defined the cruise industry as we know it today, being the very first company to offer weekly cruises to the Caribbean and the first to have a private island — Great Stirrup Cay in the Bahamas.

Developed in partnership with Arnold Worldwide, the refreshed brand platform reframes what cruising can feel like and leans into a world where memories matter more than offerings, and the freedom to be fully present is the ultimate goal of any vacation, replacing the industry’s obsession with scaling up and attraction overload.

Kiran Smith, chief marketing officer of Norwegian Cruise Line, said: “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.”

Smith continued: “For nearly 60 years, NCL has been an innovator, and this transformation honours 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 campaign, which spans TV, out of home (OOH), digital, social and radio, also introduces a completely new look and feel for the brand that is focused on showing the cruiser’s point of view, not just the amenities on board.

“It’s Different Out Here,” debuts at the start of a historic year for Norwegian Cruise Line, as the company is set to launch the 21st ship into its fleet, Norwegian Luna, in March, as well as open new enhancements to its private island in the Bahamas, Great Stirrup Cay, including the introduction of Great Tides Waterpark this summer, among other exciting milestones.

Sail on over to www.ncl.com .