WPP Media has secured Norwegian Cruise Line’s U.S. media business following a competitive review, as both companies confirmed. Consequently, the win places the global media agency at the centre of the cruise operator’s media strategy in a key market.

Shift in Media Partnership

Notably, the Miami-based cruise company invests an estimated $100 million annually in tracked U.S. media. Previously, Norwegian Cruise Line worked with agencies within the Publicis Groupe network. However, following the review process, the brand has now shifted its media responsibilities to WPP Media.

New Campaign Signals Brand Reset

Meanwhile, the media appointment coincides with Norwegian Cruise Line’s launch of a new advertising campaign that brings back its long-standing slogan, “It’s Different Out Here.” Arnold Worldwide developed the creative execution, which rolls out across television, out-of-home placements, digital platforms, social media, and radio.

Through this campaign, the brand seeks to reconnect with its core identity while reinforcing its positioning in a competitive travel and leisure market.

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Momentum Builds for WPP Media

In addition, the Norwegian Cruise Line win adds to WPP Media’s recent run of high-profile account gains. The agency has recently picked up media responsibilities for brands such as Reckitt across Europe and India, as well as Mastercard, Maersk, and TruGreen.

At the same time, WPP Media continues to navigate the impact of notable losses expected to take effect in 2025, including Coca-Cola North America and Mars on a global level.

CMO Frames the Brand Direction

Reacting to the campaign launch, Norwegian Cruise Line’s Chief Marketing Officer, Kiran Smith, described the initiative as a return to the brand’s foundational values.

“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,” Smith said. “For nearly 60 years, NCL has been an innovator, and this transformation honors that legacy while meeting the expectations of today’s guests.”

Together, the media appointment and campaign rollout mark a defining moment for Norwegian Cruise Line as it sharpens its brand narrative and media execution in the U.S. market.