​Norwegian Cruise Line has unveiled a brand platform inspired by its iconic 90s tagline, ‘It’s Different Out Here.’ The nearly 60-year-old brand made the decision to bring back its tagline with a modern emotional edge to meet the expectations of today’s families and seasoned travellers.

The launch marks Arnold’s first work for NCL and signals a full brand transformation under NCL’s new CMO, Kiran Smith, who previously served as CEO of Arnold.

​Kiran Smith, CMO, Norwegian Cruise Line, “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.”

​James Bray, ECD, Arnold, “Partnering with Norwegian Cruise Line has been an incredible opportunity to reimagine what ‘It’s Different Out Here’ means today. This platform isn’t just a tagline revival—it’s a bold statement that cruising can feel effortless, emotional, and deeply human. Together with the NCL team and incredible partners that include Jim Jenkins, we’ve created work that breaks from the industry’s obsession with “bigger” and celebrates NCL’s pioneering spirit, inviting travellers to experience a journey where presence and connection matter most.”

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