Lindblad Expeditions, a well-known cruise line, is set to undergo a major rebranding process in September. The company will now be known as National Geographic-Lindblad Expeditions, with the aim of leveraging the highly recognized National Geographic name in the travel industry. This rebranding comes on the heels of an expanded partnership with National Geographic, owned by the Walt Disney Company, through 2040.
CEO Sven-Olof Lindblad emphasized the importance of leading with the National Geographic name in the company’s rebranding efforts. National Geographic is a powerhouse in the media industry, known for its documentary programs and monthly magazine. By placing National Geographic at the forefront of its brand, Lindblad Expeditions aims to capitalize on the strong name recognition and reputation associated with the iconic brand.
Strategic Marketing Campaigns
The rebranding of Lindblad Expeditions to National Geographic-Lindblad Expeditions will be accompanied by a strategic marketing campaign, particularly focused on expanding the company’s presence in Europe. The new brand name is expected to enhance consumer intent, search efficiency, and conversion rates, crucial factors as the company gears up to enter international markets. Additionally, the company plans to leverage Disney’s ad-buying power and joint marketing fund to fuel a domestic campaign.
Despite the rebranding efforts and strategic partnerships, Lindblad Expeditions reported a net loss of $25.8 million in Q2, which mirrors figures from the previous year. However, the company’s revenue saw a notable uptick, reaching $136.5 million, representing a 9% increase. While the financial performance in Q2 may not have met expectations, the company remains optimistic about the future growth potential associated with the National Geographic rebranding.
Lindblad Expeditions’ decision to rebrand as National Geographic-Lindblad Expeditions represents a strategic move to leverage the power and reputation of the National Geographic brand in the travel industry. By aligning itself with such a well-known and respected name, the company aims to enhance its market presence, attract new customers, and drive growth opportunities both domestically and internationally. While there may be initial financial challenges, the long-term benefits of this rebranding effort are promising for Lindblad Expeditions.