Azamara’s previous positioning was, “You’ll love where we take you”. And you’re probably thinking, “Don’t other cruise lines go to the exact same destinations?”. Yes, they do. Digging into Azamara’s offerings did open up a new, unique positioning for them to stand out against the crowd. They offered longer stays in port, more overnight stays, and more night touring than almost any other cruise line in their market. This led to the creation of campaigns all focused on immersing you in the destinations you visit and allowing you the time to experience local cultures unlike ever before. This positioning was so wildly successful that it led to the first fleet expansion in Azamara’s history. Allowing even more guests to experience the world the way it was meant to, with time to spare.