In celebration of its 125th anniversary of cruising, Hapag-Lloyd Cruises is celebrating by implementing some changes including rejuvenating its company logo, launching a new brand campaign and a booking incentive.

From now on, the company will operate completely under its international name, Hapag-Lloyd Cruises. Since its founding, the cruise operator of luxury and expedition cruises has been marketed as ‘Hapag-Lloyd Kreuzfahrten’ in its German-speaking markets. The company logo, therefore, will also be redesigned.

Additionally, the anniversary year will feature a brand campaign entitled “The story begins right here”.
“We are changing our company name from Hapag-Lloyd Kreuzfahrten to Hapag-Lloyd Cruises,” said CEO Karl J. Pojer. “This international variant can be understood in the global marketplace and is more attractive to a modern, international target group with its cosmopolitan feel.”

Besides modernising the symbol to have a slimmer silhouette, the new logo features the year 1891. This is reference to the year in which the first cruise took place. The colours in the logo have been updated to darker shades of orange and blue.
“We are proud of the long history of our company and remain committed to the innovative, pioneering spirit of Albert Ballin. Our goal was to use the anniversary as an occasion to make some major changes,” said Karl J. Pojer.

“With our new name and corporate logo, we are moving with the times and are adapting to the needs and desires of a modern, international community.”
The brand campaign features a series of stories about Hapag-Lloyd Cruises. The development of ‘the cruise’ and will be the common denominator for a range of different initiatives.
These stories will be told on the landing page at since1891.com.
There will also be a booking incentive for customers valid for 125 days from Jan 22 2016 and a 12.5 per cent discount offered on selected cruises.

Travel trade sales partners will also benefit from the anniversary. As part of a booking competition, the travel agency that generates the 125th booking will win a voyage on board one of the Hapag-Lloyd Cruises’ ships.
Email @hlcruises.com or visit hl-cruises.com