Explora Journeys launched an advertising and branding campaign presenting ocean cruises as five-star hotels at sea, "where the boundaries of land-based luxury are elegantly surpassed."
Language in still advertisements and a promotional video presents Explora's ships as destinations themselves.
"Maybe the hottest spot in town isn't in town at all," a narrator says in the video as two women reading in a sauna, clothed in bathrobes and sunglasses, turn to the camera.
The campaign was inspired by a desire to challenge preconceived notions about cruises and draw new-to-cruise guests who enjoy luxury travel, said Explora CEO Anna Nash.
"How do we invite people to reconsider without forcing the message?" she said. "It's that wit and humor that I think will genuinely make people say, 'Maybe it is for me.'"
Ad agency McCann Paris developed the campaign, which was executed by director and photographer Jonas Lindstroem, who has directed ads and campaigns for brands like Calvin Klein and Nike.
The launch comes five months before the debut of Explora's third ship, the Explora III. The cruise line began developing the campaign last year, the only year between 2023 and 2028 in which it didn't have a new ship debuting, Nash said.
"We spent a lot of time last year in this housekeeping mode, without a ship launch, thinking about who are we as a brand," Nash said. "Really fine-tuning our narrative."
The campaign will be disseminated globally across social media, print, television, digital and out-of-home platforms.
Explora will also use the new material in engagement with travel advisors. There will be a webinar with top partners to walk them through the messaging of the campaign, said Explora president for North America Chris Austin.
There will also be ways for advisors to personalize Explora's branding materials, Nash said.