Norwegian Cruise Line (NCL) unveils new brand platform: 'It’s Different Out Here'

Norwegian Cruise Line® (NCL), the innovator in global cruise travel with a 59-year history of breaking boundaries, unveiled its new brand identity inspired by its iconic 90s tagline, “It’s Different Out Here,” along with a first look at its new national TV campaign.

Brand Refresh
- NCL is reintroducing its iconic 1990s tagline “It’s Different Out Here,” updated to resonate with today’s travelers.
- The platform emphasizes freedom, flexibility, and presence in the moment, moving away from rigid schedules and attraction overload.
- Rooted in NCL’s pioneering history of Freestyle Cruising, which revolutionized dining and entertainment at sea.

National Campaign
- Developed with Arnold Worldwide, the campaign includes TV, out-of-home, digital, social, and radio.
- The centerpiece film, “For All Maritime”, celebrates travelers who reject outdated norms and embrace freedom.
- Visual identity: airy, fluid, uncluttered design that highlights the guest’s perspective rather than just onboard amenities.

Leadership Insight
- Kiran Smith, NCL’s Chief Marketing Officer:
“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.”

What’s Next for NCL
- Launch of the 21st ship, Norwegian Luna, in March 2026.
- Enhancements to Great Stirrup Cay, NCL’s private island in the Bahamas, including the new Great Tides Waterpark this summer.

✨ This campaign positions NCL as a disruptor brand once again, reminding travelers that cruising can be about authentic experiences and meaningful time with loved ones.