Norwegian Cruise Line Unveils New Brand Identity Ahead of Norwegian Luna Launch

‘It’s Different Out Here’ Returns as NCL Repositions Global Cruise Experience

Norwegian Cruise Line (NCL) announced a refreshed brand identity inspired by its iconic 1990s tagline, It’s Different Out Here, marking a strategic repositioning ahead of a milestone year for the cruise operator.

The brand relaunch coincides with NCL's period of expansion. The cruise line is scheduled to introduce its 21st ship, Norwegian Luna, in March 2026. The company will also debut new experiences at its private island destination, Great Stirrup Cay in the Bahamas, including the launch of the Great Tides Waterpark in summer 2026.

The updated brand platform draws from NCL’s legacy as the creator of Freestyle Cruising, a concept that removed fixed dining and entertainment schedules, allowing guests greater autonomy over how they spend their time onboard.

Developed in partnership with Arnold Worldwide, the new positioning shifts focus from scale-driven attractions to guest experience, emphasising presence, personal choice and flexibility. The platform aims to reframe cruising as an experience centred on moments rather than amenities.

As part of the rollout, NCL has launched a multi-media advertising campaign introducing a new visual identity. The refreshed design language features uncluttered layouts and fluid elements, presenting travel from the guest’s perspective rather than highlighting onboard facilities.

Kiran Smith, Chief Marketing Officer, 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. 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.”

Ben Angell, Vice President and Managing Director, APAC, Norwegian Cruise Line, added, “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. 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. Through digital and social storytelling, we’re excited to share what makes cruising with NCL feel genuinely different for this region.”

Over the years, Norwegian Cruise Line has introduced several industry firsts, including weekly Caribbean cruises, a private island destination, and expanded solo cruising offerings. Onboard innovations have included attractions such as the Prima Speedway and the first charcoal sauna at sea. The new brand positioning reflects this long-standing approach to differentiation within the global cruise sector.