Boutique cruise brand Azamara has launched a brand campaign using the slogan ‘Change the Way You Sea’.

The initiative aims to shift the perspective of travellers by “going beyond the traditional cruise experience, offering longer stays and overnights to allow immersive discoveries” in each destination.

It will reach audiences via print, digital, social media and streaming TV, showing how Azamara’s fleet of four ships allows travellers to access smaller ports to explore “hidden gems”.

Through its itineraries, land programmes and more overnight stays, Azamara aims to give travellers the opportunity “to connect with the local culture and change their perspective on how they view the world”.

Carol Cabezas, Azamara president, said: “Our thoughtfully crafted itineraries offer those explorers the time to immerse themselves into the culture and discover each destination by day and night for an enriching and fulfilling cruise experience. Our latest campaign really brings Azamara’s objective to life.”

Royal Caribbean Group sold Azamara to private equity firm Sycamore Partners in a $201 million deal early in 2021.

The cruise line now has a new office in Miami’s Coconut Grove neighbourhood and its newest ship, Azamara Onward, will launch in spring.

New pre- and post-cruise land trips, called AzAmazing Journeys, include a journey aboard Switzerland’s Glacial Express Train followed by a day excursion to Mount Rigi.

Maiden ports will include Alta, on Norway’s northern coast; Brest, France; Çeşme, Turkey, and Fredericia, Denmark.

Pictured: Azamara Quest in Santorini.