Norwegian Cruise Line has confirmed it is unveiling a new brand platform - Cruise Like a Norwegian – designed to embrace and celebrate the community of diverse vacationers who embody the passion, freedom and flexibility inherent in its Freestyle Cruising vacation.

Cruising like a “Norwegian” is for those who live life to the fullest, embrace new adventures and are passionate about their experiences.

The visual embodiment of the campaign is a brand essence video that illustrates the passion and enthusiasm of Norwegian cruisers who can “Dine like a Parisian,” “Surf like a Hawaiian,” “Party like a Brazilian,” and “Love like a Venetian,” among other things.

An original score “Let’s Go!” was created to accompany the video.

“We have spent the last four years working a variety of initiatives across our organisation to improve and enhance our company and our brand,” said Kevin Sheehan, chief executive officer of Norwegian Cruise Line.

“We felt this is the right time to issue this bold invitation to cruise with us by piquing interest and creating excitement around our brand.

“We believe this new brand platform will differentiate us and help clearly define a Norwegian cruise as one of the best vacations.”

“Our goal with this new platform is to elevate our profile and put Norwegian Cruise Line front and centre by expressing what it means to vacation with us and inviting people to join the community of Norwegians,” said Maria Miller, Norwegian Cruise Line’s senior vice president of marketing.

The brand platform comes to life onboard Norwegian’s ships when guests are officially welcomed into the Norwegian community and can experience the “Cruise Like a Norwegian” themed Sail-Away Party and drink menu; all new White Hot Party with “Norwegian” elements; special “Cruise Like a Norwegian” photo and video opportunities; and a revised farewell show, so guests will continue to feel a part of the Norwegian community until their next cruise.

The new brand will feature online at the Norwegian Cruise Line website and brand materials will be refreshed over the coming months. 

This is the first work from the line’s new agency partner, US-based The Martin Agency, which the company engaged in March.

Norwegian Cruise Lines is considered Europe’s Leading Cruise Line by the prestigious World Travel Awards.