Norwegian Cruise Line® (NCL), an innovator that has been breaking the norms of global cruise travel for 59 years, today announced a new brand identity inspired by its iconic 1990s tagline "It's Different Out Here."
This new platform is rooted in NCL's history as a pioneer in the industry and its journey as the creator of "Freestyle Cruising." Freestyle Cruising abolished traditional fixed dining and entertainment schedules, offering guests the freedom to choose where, when, and with whom they dine.
NCL has shaped today's cruise industry through the introduction of weekly Caribbean cruises, the opening of Great Stirrup Cay—a private island in the Bahamas—leadership in solo cruising, and numerous onboard innovations such as the Prima Speedway and the first charcoal sauna at sea. This new positioning honors the innovative mindset that has always distinguished NCL while proposing a lifestyle for travelers who value curated experiences, flexibility, meaningful time with loved ones, and focusing on "the present moment."
This refreshed brand platform was developed in partnership with Arnold Worldwide. It redefines how the cruise experience should feel, emphasizing the value of memories over the abundance of facilities, and presents a worldview where "the freedom to immerse yourself in the now" is the ultimate purpose of a vacation—replacing the industry's pursuit of larger ships and excessive attractions.
Kiran Smith, Chief Marketing Officer of Norwegian Cruise Line, commented: "This is an extremely important milestone for Norwegian Cruise Line. We're not just launching a campaign. We've reconnected our brand with the values of freedom and flexibility that have always differentiated us. For nearly 60 years, NCL has remained an innovator. This transformation respects that legacy while meeting the expectations of today's guests. To realize this vision, we needed a trusted partner who understands our DNA. Arnold Worldwide supported us in bringing this to life in an authentic way that is instantly recognizable as NCL."
Ben Angell, Vice President and Managing Director, APAC at Norwegian Cruise Line, stated: "It's Different Out Here is not just a tagline. It's our promise to deliver true freedom and flexibility to our guests on every voyage throughout Asia. As more travelers seek more personal and flexible experiences, NCL differentiates itself by creating relaxed, comfortable vacations centered on each individual—not fixed schedules. Through digital and social storytelling, we will communicate why cruising with NCL in this region is truly different."
To reach a wider audience with the new brand identity, NCL will roll out a multimedia advertising campaign. This campaign introduces an entirely new look and feel, focusing on the passenger perspective rather than the ship's facilities themselves. The new visual identity expresses freedom through an airy, fluid, and organized design, evoking the sensation of being present "in this moment." Across all channels, the creative reclaims a clearly differentiated position in a category where everything has started to look the same.
The new platform "It's Different Out Here" launches at the beginning of a historic year for Norwegian Cruise Line. NCL is set to debut its 21st new ship, Norwegian Luna™, in March, and this summer will implement new expansions and improvements at Great Stirrup Cay, the company's private island in the Bahamas, including the introduction of the Great Tides Water Park—marking several important milestones ahead.
For more information about NCL's award-winning fleet and itineraries around the world, or to book a cruise, please contact a travel agent, call Norwegian Cruise Line (Japan) at 0066-33-814567 (Japanese support), or visit www.ncl.com.
About Norwegian Cruise Line
As a global cruise travel innovator, Norwegian Cruise Line® has continued its efforts to transcend the boundaries of traditional cruising for 59 years. The tagline "It's Different Out Here" represents the emotional connection guests experience onboard while also paying tribute to the company's history of pioneering cruise experiences.
In particular, the company has brought innovation to the cruise industry by providing freedom and flexibility that allows guests to design their ideal vacation on their preferred schedule—without designated dining or entertainment times or formal dress codes. Today, the company continues to offer curated, unpretentious experiences for all types of travelers.
Through award-winning entertainment, globally inspired dining, and thoughtfully designed accommodations including solo cabins, Club Balcony Suites, and The Haven by Norwegian®—a unique concept of a ship within a ship—Norwegian Cruise Line creates an environment where every guest can enjoy a seamless, personalized journey, savor "the present moment," and deepen connections with loved ones.
Additionally, the company's signature "Free at Sea™" package offers benefits such as unlimited open bar, specialty dining, high-speed Wi-Fi packages, and shore excursion credits, with some voyages allowing third and fourth guests to sail for free (Terms and Conditions apply). Norwegian Cruise Line guests sailing to the Caribbean can enjoy special experiences at Harvest Caye, the company's resort destination in Belize, as well as new experiences at the expanded private island Great Stirrup Cay in the Bahamas. Norwegian Cruise Line sails to approximately 350 fascinating destinations worldwide with 20 state-of-the-art ships.
For the latest news and exclusive content, visit the NCL Newsroom and follow Norwegian Cruise Line on Facebook, Instagram, TikTok, YouTube (@NorwegianCruiseLine), and X (formerly Twitter: @CruiseNorwegian).
Norwegian Cruise Line is a wholly owned subsidiary of Norwegian Cruise Line Holdings Ltd. For more information, visit www.nclhltd.com.
About Arnold Worldwide
Arnold Worldwide is an independent-minded integrated advertising agency that champions "Safe to Be Brave." The company helps brands grow into widely recognized entities and supports business expansion through innovative campaigns connected to culture. Headquartered in Boston, USA, it is part of the Havas Group. For more information, visit arn.com or check LinkedIn and Instagram.
