by Sarah Kuta
Last updated: 11:30 AM ET, Mon September 30, 2024
Lindblad Expeditions and National Geographic are taking their partnership to a new level with the launch of a new name and a refreshed co-branded identity, National Geographic-Lindblad Expeditions.
The companies have been collaborating for more than 20 years and, last year, they agreed to extend their partnership through 2040. The new name and brand identity was also made possible under that new 17-year agreement.
In the past, the two companies have offered co-branded cruises under “Lindblad Expeditions-National Geographic.” Now, they’ve decided to flip the two names.
“We made the strategic decision to lead with the power and name recognition of National Geographic, bolstered by Lindblad Expeditions’ rich heritage as the pioneers of modern expedition cruising,” says Sven-Olof Lindblad, founder and chief executive officer of Lindblad Expeditions. “Together with National Geographic and The Walt Disney Company, we will be demonstrating the power of this new co-brand and improved name recognition, which will be vitally important as we expand our footprint in key growth markets around the world. We strongly believe that this updated co-brand will drive consumer intent, search efficiency and conversion, bringing more discerning travelers on board our growing fleet.”
A newly redesigned consumer website, www.expeditions.com, has already launched. By the end of the year, the new identity and logo will be used across all owned marketing channels. And starting in 2025, the new branding will be implemented across Lindblad Expeditions’ fleet of owned, leased and chartered ships.
Early next year, the co-brand will also launch a major omnichannel consumer and trade marketing campaign.
“Over the past two decades, National Geographic and Lindblad Expeditions have traveled the world together, united by a shared dedication to purposeful exploration,” says Jill Tiefenthaler, chief executive officer of the National Geographic Society. “With the refreshed National Geographic-Lindblad Expeditions co-branded identity, we’re embarking on the next phase of our long-standing partnership, looking ahead to many more years of deep discovery and meaningful conservation work that will continue to educate, embolden and inspire future generations of global changemakers.”
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