Norwegian Cruise Line (NCL) has unveiled its new brand identity inspired by its 90s tagline, “It’s Different Out Here,” along with a first look at its new national TV campaign.

The refreshed brand platform was developed in partnership with Arnold Worldwide.

“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,” added Smith.

The company said in a press release that the new platform is rooted in NCL’s history, which includes eliminating rigid traditional dining and entertainment schedules and being the first company to offer weekly Caribbean cruises and the first to have a private island.

The breakout TV campaign, “For All Maritime,” is a cinematic narrative celebrating travelers who reject outdated norms and embrace the freedom and flexibility NCL is built to offer, the company said, as the film spotlights intrepid sailors who have never fit neatly into “stuffy nautical tradition.”

The new campaign, which spans TV, out of home (OOH), digital, social and radio, also introduces a new look and feel for the brand that is focused on showing the cruiser’s point of view, and not just the amenities onboard, according to the press release.

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, the Norwegian Luna, in March, as well as open new enhancements to its private island in the Bahamas, Great Stirrup Cay.