by Sarah Kuta
Last updated: 1:50 PM ET, Mon June 22, 2026
Azamara Cruises is launching a new global brand campaign called “The Next Big Thing is Small.”
“The experiences that stay with us aren’t always the grandest moments—they’re often the unexpected conversations, the hidden discoveries and the personal connections that happen when we have the time and space to fully immerse ourselves in a destination," says Dondra Ritzenthaler, chief executive officer of Azamara Cruises. "We’ve always believed that smaller ships create bigger opportunities for those moments, and that belief has never been more relevant than it is today as travelers increasingly seek experiences that feel authentic, personal and emotionally rewarding.”
The campaign will be rolled out across television, digital, social, print and trade channels. It’s based, in part, on the results of Azamara Cruises’ latest brand research study, conducted in partnership with Brand Alloy. It found that:
- 77% say Azamara best immerses travelers in destination and culture
- 83% highlight access to lesser-visited ports as a key benefit
- 75% cite longer time in port as a key differentiator
- 79% point to the intimate small-ship experience as a defining feature
- Guests also identify uncrowded spaces, downtown docking, and personalized recognition from crew members as standout advantages
“Across every channel, we’re inviting travelers to rethink what it means to truly see the world and to expect travel that feels more personal, more unhurried, and more deeply connected,” says Lisa Kauffman, chief marketing officer of Azamara Cruises. “Through powerful storytelling and immersive creative, we’re showcasing the journeys only a small-ship experience can unlock—from river sail-ins into the heart of historic cities to evenings spent in culturally significant venues through AzAmazing Evenings.”
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