Norwegian Cruise Line (NCL) has introduced a refreshed brand identity built around its 1990s tagline, It’s Different Out Here, positioning the update as a return to the principles that shaped the brand’s development.
The revised platform reflects the cruise line’s history, including the introduction of Freestyle Cruising, which removed fixed dining and entertainment schedules. NCL was among the first to operate weekly Caribbean cruises, establish a private island at Great Stirrup Cay in the Bahamas, and cater to solo travellers, alongside other onboard developments. The updated positioning emphasises flexibility, choice and time spent with family and friends.
Developed with Arnold Worldwide, the brand refresh shifts focus away from scale and onboard attractions towards how cruising fits into travellers’ lives. The identity places emphasis on presence, choice and how guests experience their time at sea, rather than on amenities alone.
The rollout includes a multimedia advertising campaign that introduces a revised visual system and tone. The creative approach centres on the guest perspective and uses simplified design to reinforce themes of freedom and flexibility. Digital and social channels will play a central role in communicating the updated positioning, including across Asia-Pacific markets.
The brand update coincides with a significant year for the cruise line, which is preparing to add Norwegian Luna to its fleet in March and introduce further developments at Great Stirrup Cay, including the opening of Great Tides Waterpark later this year.
“It’s Different Out Here is more than a tagline – it’s our commitment to delivering true freedom and flexibility to our guests across Asia, on every sailing,” said Ben Angell, vice president and managing director, Asia-Pacific, NCL.
“In a market where travellers are seeking experiences that feel more personal and less prescriptive, NCL stands apart by creating holidays that feel effortless and tailored around the individual, not a fixed schedule.”
