– NCL Reintroduces its Iconic 90s Tagline, “It’s Different Out Here,” with a Modern Flair To Meet the Expectations of Today’s Guests –
Norwegian Viva, Santorini, Greece
Mumbai:13 Jan. 2026 – Today, Norwegian Cruise Line® (NCL), the innovator in global cruise travel with a 59-year history of breaking boundaries, unveiled its new brand identity inspired by its iconic 90s tagline, “It’s Different Out Here”.
The new platform is rooted in NCL’s history as a pioneer in the industry and the creator of “Freestyle Cruising,” which eliminated rigid traditional dining and entertainment schedules and allowed guests to dine where, when and with whom they wish. NCL defined the cruise industry as we know it today with innovations including the first weekly Caribbean cruises, the first cruise line to establish a private island – Great Stirrup Cay in the Bahamas – the leader in solo cruising and a raft of onboard firsts, from the Prima Speedway to the first charcoal sauna at sea. The new positioning celebrates the disruptor mentality that has always set NCL apart and is now reimagined for travellers who value curated experiences, flexibility and meaningful time with their loved ones where they can be fully present.
Developed in partnership with Arnold Worldwide, the refreshed brand platform reframes what cruising can feel like and leans into a world where memories matter more than offerings, and the freedom to be fully present is the ultimate goal of any holiday, replacing the industry’s obsession with scaling up and attraction overload.
“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,” said Kiran Smith, chief marketing officer of Norwegian Cruise Line. “For nearly 60 years, NCL has been an innovator, and this transformation honors 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.”
“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, APAC, Norwegian Cruise Line. “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.”
The effort to bring the new brand identity to a wider audience includes a multi-media advertising campaign introducing a completely new look and feel for the brand that is focused on showing the cruiser’s point of view, not just the amenities on board. The new visual identity evokes freedom with its airy, fluid, and uncluttered design that gives a sense of presence in the current moment. Across channels, the creative reclaims a differentiated position in a category where everything has started to look the same.
The new platform, “It’s Different Out Here,” debuts at the start of a historic year for Norwegian Cruise Line, as the company is set to launch the 21st ship into its fleet, Norwegian Luna™, in March, as well as open new enhancements to its private island in the Bahamas, Great Stirrup Cay, including the introduction of Great Tides Waterpark this summer, among other exciting milestones.
For more information about the Company’s award-winning fleet and worldwide itineraries, or to book a cruise, please contact a travel professional, call NCL India on +91 22 7127 9333 or visit www.ncl.com.
