MIAMI, Florida – 22 June 2026 – Azamara Cruises has launched a new global brand campaign titled The Next Big Thing Is Small™, focusing on small-ship travel, longer stays in port and closer engagement with destinations, according to the official press release.
The campaign is built around the cruise line’s destination-focused approach and presents smaller ships as a means of reaching less-visited ports, spending more time ashore and providing a more personal travel experience.
It will be introduced across television, digital, social media, print and travel trade channels, using guest experiences onboard and ashore as the basis for its creative direction.
Campaign focuses on access and destination time
Azamara said the campaign reflects demand for travel experiences centred on immersion, personal connections and time in destination.
The concept highlights the access offered by smaller vessels, including the ability to call at ports that may not accommodate larger ships. It also focuses on longer visits, overnight stays and opportunities for guests to explore destinations at a less hurried pace.
“With ‘The Next Big Thing is Small™’ we’re celebrating what makes travel truly impactful,” said Dondra Ritzenthaler, Chief Executive Officer of Azamara Cruises. “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.
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.”
Brand research shapes campaign direction
Azamara developed the campaign using feedback from past and prospective guests gathered through a brand research study conducted with Brand Alloy.
The findings showed that 77 per cent of participants considered Azamara effective at immersing travellers in local destinations and cultures. A further 83 per cent identified access to lesser-visited ports as an important benefit.
Longer time in port was named as a key point of difference by 75 per cent of respondents, while 79 per cent highlighted the intimate small-ship experience as a defining feature.
Participants also identified uncrowded spaces, docking close to city centres and personalised recognition from crew members among the advantages associated with the cruise line.
Building on these findings, the campaign brings Azamara’s destination-first philosophy to life through stories focused on the experiences, interactions and memories created during a voyage.
Marketing activity spans consumer and trade channels
The campaign’s advertising and content will run across several consumer and industry-facing channels.
“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,” said 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®.”
AzAmazing Evenings® form part of Azamara’s destination programming and provide cultural experiences ashore in selected ports.
The campaign will focus on what Azamara describes as the moments that matter most, including experiences, interactions and memories formed onboard and in destination. Its creative material will also feature river sail-ins, longer port stays and connections between guests, crew members and local communities.
Launch coincides with Azamara Forward programme
The introduction of The Next Big Thing Is Small™ coincides with the next stage of Azamara Forward, the cruise line’s fleetwide enhancement programme.
The initiative includes updates to accommodation, dining venues and social areas across the fleet. It was developed with guest feedback and is intended to extend the cruise line’s service and destination-focused approach to the onboard experience.
Azamara operates four ships: Azamara Journey®, Azamara Quest®, Azamara Pursuit® and Azamara Onward®.
The vessels call at marquee ports as well as smaller, hidden-gem destinations that may not be accessible to some larger ships.
Extended Destination Days remain central to offer
Azamara’s itineraries include Extended Destination Days, defined by the cruise line as visits of 10 or more hours in port.
Its programmes also feature overnight stays in selected destinations and calls at smaller or less-visited ports, alongside cultural activities arranged ashore.
The line’s included onboard offering, marketed as Always Azamara, covers dining venues and room service, beverages including alcoholic drinks, gratuities, selected cultural events and self-service laundry.
These elements form part of Azamara’s broader small-ship and destination-immersion proposition.
Source: Official announcement by Azamara Cruises on 22 June, 2026
