Fred Olsen cruise lines reinvents brand identity as it celebrates maritime heritage

Suffolk-based Fred Olsen cruise lines has reinvented its brand identity and launched a new marketing campaign on TV and social media.

To create the advert, which underlines the company's long experience of sailing, and is called "175 Years in Every Single Day", the marketing team at the cruise operator employed Nick Bell and Walter Campbell.

The latter are two acclaimed advertising creatives who created campaigns in the past for famous brands like Guinness and Cadbury.

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Meanwhile, the TV advert was directed by Kit Lynch-Robinson who has worked on The Grand Tour, Top Gear and Clarkson’s Farm and was Series Director for the Chris Hemsworth hit TV show Limitless.

The advert is set to an orchestral, Cinematic Pop version of Sail! by AWOL Nation.

Jackie Martin, marketing and sales director from Fred. Olsen Cruise Lines, said: "After a tough few years for everyone in the travel industry, we are delighted to have a very clear view of how we will continue to build on this year’s successes.

"This bold campaign marks a significant step forward for a brand with such a proud maritime heritage.

"We have really enjoyed the slightly unconventional creative approach we took, working directly with Nick, Walter and Kit which delivered a campaign we are all very proud of. It is now time to showcase all that our experience has to offer."

Throughout 2021 and 2022, Fred. Olsen has refined its strategy. It now has two new ships, identified target guests, added new cruises and on board experiences and has reinvented its brand identity.

“This dynamic advert celebrates everything that makes sailing with us special and unique – our smaller ships, our hand-crafted itineraries, an on board experience which is designed to enhance each journey and of course, our people," explained Peter Deer, the managing director of Fred. Olsen Cruise Lines.

"Our smaller ships allow our guests to travel into the furthest reaches of Norway’s lesser-known fjords, through narrow waterways and canals and to the very heart of some of the world’s most beautiful cities.

"The team who deliver our hand-crafted itineraries take us to the world’s most wonderful destinations at the very best possible times to experience them and our emphasis on the joy of the journey ensures every single day on board is as stimulating and enjoyable as possible."

The company has won numerous awards and most recently been shortlisted for Customers at the Heart of Everything, Best Customer-Centric Culture and Best Customer Service at the UK Customer Experience Awards 2023 and for Best Ocean Cruise Line, Best Specialist Cruise Line, Best for Solo Travellers, Best for Excursions and Best for Cuisine in the Wave Awards 2023.

This year, Fred. Olsen was also awarded a silver Investors in People accreditation.

Watch the advert HERE.