Hapag-Lloyd Cruises launches new spring 2025 campaign, marking the next stage of its brand relaunch

Five ships, one destination: the world's best fleet sailing to fascinating destinations worldwide – new campaign motifs showcase the emotional appeal of travel.

Following the successful launch of its new brand identity at the turn of the year, Hapag-Lloyd Cruises is consistently pursuing its strategic direction in spring 2025. The new campaign will run from April 22, 2025 (media) and April 28, 2025 (sales) until mid-June and is a continuation of the successful Wave Season campaign.

The aim is to further sharpen the brand identity, inspire new target groups and, at the same time, activate them with attractive booking incentives. The 2025 spring campaign focuses on individual travel experiences of the highest standard, with a focus on destinations such as the USA & Caribbean, the Indian Ocean, Antarctica, the South Seas & South America, and Scandinavia in winter. The campaign centers on moving motifs, emotional imagery, and the ships that were once again named the world's best cruise fleet by Insight Guides 2025 with a five-star rating.

Emotional itineraries – new stories for new guests

The voyages take passengers to destinations including the icy worlds of Antarctica, the island paradises of the South Seas, and the colorful markets and cultures of Southeast Asia. The far north is also increasingly coming into focus with selected voyages to the Nordic countries. “We are deliberately focusing on a strong connection between brand and destination,” says Clas Eckholt, Vice President Commercial TUI Cruises. “Every region has its own magic – and our ships provide the perfect setting to experience it intensively and individually.” The focus remains on setting standards in luxury cruising while meeting the growing expectations of a new, younger target group. 

Strong brand presence with a focus on variety of experiences

The new campaign and the claim “Unforgettable with all your senses” reflect the core brand message of Hapag-Lloyd Cruises: unparalleled variety, excellent service, and emotional travel experiences of the highest quality. Whether on the luxury ships EUROPA and EUROPA 2 or on the three HANSEATIC expedition ships, every voyage is characterised by individuality, a spirit of discovery, and enjoyment with all the senses. Ines Bizi, Director of Marketing at Hapag-Lloyd Cruises. “Our guests don't just travel—they experience with all their senses. The new spring campaign picks up on precisely this need and brings the unique spirit of our ships and destinations to life across all channels.”

The campaign will run across all digital and analogue media: digital out-of-home (DOOH), social media, online video, CTV, print, CRM, and via a dedicated landing page at www.hl-cruises.com/senses. Parallel to the media launch, sales activation will also start on April 28 with customized POS materials, social media packages, and a comprehensive campaign folder for travel agency partners. Selected voyages on the five ships of the Hapag-Lloyd Cruises fleet – the EUROPA, EUROPA 2 and the three expedition ships HANSEATIC inspiration, spirit and nature – will be advertised with a price advantage of up to 35 percent until June 16, 2025.