Norwegian Cruise Line (NCL) has unveiled a new brand positioning, 'MORE', and an enhanced package, 'More At Sea', based on the belief that Australian travellers are seeking more from their holidays.

The 'MORE' campaign and 'More At Sea' package aim to provide more onboard offerings, more places to discover, and more value.

The 'More At Sea' package is built on four pillars: More to seem more to do, more to enjoy, and more value. The campaign will be promoted across various marketing channels including Out-Of-Home (OOH), Broadcast Video on Demand (BVOD), radio, print, digital, and B2B trade marketing.

"This has been one of the most exciting journeys we've been on at NCL - always looking to further and genuinely understand what our guests value most during their cruise," said David J. Herrera, president of Norwegian Cruise Line.

"With 'More At Sea' NCL is taking our value proposition to the next level, transforming the cruise experience in ways that truly resonate with our guests and providing an elevated experience on board," added Ben Angell, Vice President and Managing Director NCL APAC.

The 'More At Sea' package includes an expanded selection of premium beverage offerings, more specialty dining meals, more minutes with fleetwide access to Starlink's high-speed Wi-Fi, and more. The new package will be available for voyages beginning 01 January 2025. NCL is replacing its specialty dining à la carte pricing with a flat cover charge for sailings beginning on 01 January 2025.

"Australian travellers deserve more from their holidays, and that's exactly why we have introduced the 'MORE' brand positioning," said Michelle Wiederman, Director Marketing Asia Pacific at Norwegian Cruise Line.

In addition to enhancing its onboard entertainment offerings, NCL is rolling out a new mobile app across its fleet by the end of 2024. In 2025 and 2026, NCL's newest vessels, Norwegian Aqua and Norwegian Luna, will offer more experiences, including the Aqua Slidecoaster, the world's first hybrid rollercoaster and waterslide.

NCL has a history of delivering over 600 unique itineraries that call to 450 destinations around the world. NCL's fleet features over 80 onboard restaurants and a variety of activities.