Norwegian Cruise Line is throwing it back to the '90s by reintroducing the tagline "It's Different Out Here" in a new advertising campaign.
The campaign is launching across multiple platforms. Imagery focuses on the airy scenery in tropical destinations and aboard ships, including uncrowded beaches and cruise ship pools.
The video advertisements, meanwhile, take a humorous note. In one, 1700s-style sailors are in line for inspection, then all begin dancing to modern beats. In another, the sailors complain about the uncomfortable dress code aboard their schooner. Later in the ad, a modern dad on an NCL ship asks if "flip flops are cool" to wear in the dining room. And they are.
"We're re-anchoring our brand in the values that have always set us apart: freedom and flexibility," said Kiran Smith, NCL's chief marketing officer. "For nearly 60 years, NCL has been an innovator, and this transformation honors that legacy while meeting the expectations of today's guests."
NCL's original "It's Different Out Here" campaign featured suggestive television ads that conveyed an adult experience of sailing the tropics. The cruise line said its new version "celebrates the disruptor mentality that has always set NCL apart and is now reimagined for travelers who value curated experiences, flexibility and meaningful time with their loved ones where they can be fully present."