Azamara Cruises Unveils “The Next Big Thing Is Small™,” a New Global Campaign | News
Azamara Cruises, The Global Leader in Destination Immersion®, today unveiled its new global brand campaign ‘The Next Big Thing is Small™’ – a bold statement that the future of premium travel is not defined by scale, but by access, authenticity and exploration.
The campaign is being launched as demand for immersive cruising continues to grow, characterized by longer lengths of stay at destinations, access to smaller ports and deeper cultural engagement. “The Next Big Thing Is Small™” celebrates the idea that the most memorable travel experiences are often the most personal. Inspired by the emotional connections created both on board and ashore, the campaign highlights how small ships create space for meaningful discoveries, unhurried explorations and the moments that travelers carry with them long after they return home.
“With ‘The Next Big Thing is Small™’ we celebrate what makes travel truly impactful,” said Dondra Ritzenthaler, Chief Executive Officer of Azamara Cruises. “The experiences that stay with us aren’t always the greatest moments; they’re often the unexpected conversations, the hidden discoveries and the personal connections that arise when we have the time and space to fully immerse ourselves in a destination. We’ve always believed that smaller ships create greater opportunities for those moments, and that belief has never been more relevant than now, as travelers increasingly seek experiences that feel authentic, personal and emotionally rewarding.”
Feedback from past and future guests from Azamara Cruises’ latest brand research, conducted in partnership with Brand Alloy, reinforces the power of the brand’s destination-focused approach:
77% say Azamara best immerses travelers in the destination and culture
83% cite access to less visited ports as an important advantage
75% mention a longer stay in the port as an important differentiating factor
79% point to the intimate experience on a small ship as a defining characteristic
Guests also mention the quiet spaces, downtown dock and personal recognition of crew members as notable benefits
Building on this insight, the new campaign brings Azamara Cruises’ destination first philosophy to life in a more immersive and experiential way. Through emotionally driven storytelling across television, digital, social, print and trade channels, the campaign focuses on the moments that matter most: the experiences, interactions and memories that stay with travelers long after their journey ends.
“Through every channel, we invite travelers to rethink what it means to truly see the world and to expect journeys that feel more personal, calmer and more deeply connected,” said Lisa Kauffman, Chief Marketing Officer of Azamara Cruises. “Through powerful storytelling and compelling creativity, we showcase the journeys that only a small ship experience can unlock – from river sailing into the heart of historic cities to evenings spent in culturally significant locations through AzAmazing Evenings®.”
The campaign coincides with the next phase of Azamara Forward, the brand’s fleet-wide improvement initiative, designed to enhance the onboard experience while reinforcing its ‘destination first’ philosophy. Based on guest feedback, the program includes updated accommodations, redesigned dining and social areas and ongoing improvements across the fleet, ensuring that the same thoughtful attention to detail that guests experience ashore continues onboard through meaningful service and personal touches.
Azamara Cruises operates a fleet of four small ships specifically designed to maximize time to destination and access to locations that larger ships cannot reach. The brand’s signature experience is built around extended destination days with 10 or more hours in port, overnight stays in select destinations and itineraries calling at smaller, less-visited ports, complemented by curated cultural programming ashore.
For more information, visit www.azamara.com.
