Norwegian Cruise Line has unveiled a refreshed brand platform titled ‘It’s Different Out Here’, reviving its iconic 1990s tagline as part of a broader brand repositioning exercise. Developed in partnership with Arnold Worldwide, the platform marks a shift away from amenity-led cruise marketing towards experience and freedom-focused storytelling.
The positioning draws from Norwegian Cruise Line’s legacy as the creator of Freestyle Cruising, which removed rigid dining and entertainment schedules in favour of guest choice. The campaign reframes this heritage for contemporary travellers seeking personalised, less prescriptive holidays.
The creative approach prioritises the traveller’s point of view rather than showcasing onboard attractions. Visuals are designed to feel airy and uncluttered, reinforcing themes of presence and flexibility. This design language extends across digital, social and film executions, creating consistency across touchpoints.
Kiran Smith, chief marketing officer, Norwegian Cruise Line, described the platform as a re-anchoring of the brand around its core values. He noted that the partnership with Arnold Worldwide helped translate this legacy into a modern expression suited to current traveller expectations.
For the APAC market, the platform is positioned as a response to growing demand for tailored travel experiences. Ben Angell, vice president and managing director, APAC, highlighted the role of digital and social storytelling in communicating how Norwegian Cruise Line differentiates itself in a crowded category.
The campaign launches during a milestone year for the brand, with the addition of Norwegian Luna to its fleet in March and further enhancements planned for Great Stirrup Cay in the Bahamas, including the introduction of Great Tides Waterpark.
‘It’s Different Out Here’ addresses category sameness by shifting the narrative from scale and spectacle to emotional value and flexibility. By reviving a familiar tagline, Norwegian Cruise Line balances brand continuity with strategic reinvention.
