Norwegian Cruise Line will launch a new creative platform in January alongside the 2027 wave season, the centerpiece of an effort to rebuild the brand’s demand generation engine.

The campaign is built on a new positioning, “cruise without compromise,” centered on Norwegian Cruise Line’s strengths in freedom, choice and hospitality, John Chidsey, CEO of Norwegian Cruise Line Holdings, said on the company’s third quarter earnings call last Thursday.

Chidsey explained that members of a family or group often want different things on vacation, from adventure to relaxation, and that Norwegian Cruise Line lets them enjoy the trip their own way while still spending time together.

“On vacation, no one should be forced to compromise, or worse yet, return from a trip feeling they need a vacation from the vacation,” Chidsey said.

The company is targeting premium families and seasoned travelers. Its research sizes that audience at approximately 30 million vacationers from households earning more than $100,000 a year, the significant majority of whom do not cruise.

Chidsey said the opportunity lies more in communicating the brand than in changing the product. The line’s longtime tagline, “It’s different out here,” dates to the 1990s, but he said the company never articulated what it meant.

A new chief marketing officer for Norwegian Cruise Line, who joined a few months ago, led the work to define that difference.

The company also said it identified an imbalance in its prior spending, with too much emphasis on consumers already considering a cruise and too little on introducing the brand earlier in the decision process. It is shifting investment toward awareness through social media, creator content, brand activations and high-profile media placements, such as recent activations at the U.S. Open and the New York Food and Wine Festival.

A focused media push will support the launch during the first quarter. The company is also using media mix modeling to guide spending and is working to optimize for AI-driven search.

The new campaigns will put renewed emphasis on The Haven, the brand’s suite enclave. Chidsey said the company had stopped reminding consumers about the product after its launch.

“We really have a luxury ship within a ship,” Chidsey said, adding that the renewed focus should help raise yields on The Haven.

The company has already tested the creator approach at Great Stirrup Cay, where approximately 100 social media creators attended the Great Tides Water Park opening, generating more than 275 million views.