A co-branding identity has been confirmed for Lindblad Expeditions and National Geographic after more than 20 years of collaboration.
National Geographic-Lindblad Expeditions comes under a 17-year agreement last year which granted Lindblad Expeditions global rights to the National Geographic brand for expedition cruises until at least 2040.
The new co-brand represents a “significant milestone” of the strategic relationship between Lindblad Expeditions, National Geographic and joint venture company Walt Disney Company.
The new co-branded identity and logo will be fully implemented across marketing channels by the end of the year, starting with a redesigned consumer website.
A “sweeping” consumer and trade marketing campaign, the largest in Lindblad Expeditions’ history, will be powered in part by the reach of Walt Disney Company and appear in the new year.
The implementation of new branding across Lindblad Expeditions’ growing fleet of 20 owned, leased and chartered vessels will begin in 2025.
Lindblad founder and chief executive Sven-Olof Lindblad said: “With the launch of our new National Geographic-Lindblad Expeditions co-branded identity, we made the strategic decision to lead with the power and name recognition of National Geographic, bolstered by Lindblad Expeditions’ rich heritage as the pioneers of modern expedition cruising.
“Together with National Geographic and The Walt Disney Company, we will be demonstrating the power of this new co-brand and improved name recognition, which will be vitally important as we expand our footprint in key growth markets around the world.
“We strongly believe that this updated co-brand will drive consumer intent, search efficiency and conversion, bringing more discerning travellers on board our growing fleet.”
National Geographic Society chief executive Jill Tiefenthaler added: “Over the past two decades, National Geographic and Lindblad Expeditions have travelled the world together, united by a shared dedication to purposeful exploration.
“With the refreshed National Geographic-Lindblad Expeditions co-branded identity, we’re embarking on the next phase of our long-standing partnership, looking ahead to many more years of deep discovery and meaningful conservation work that will continue to educate, embolden and inspire future generations of global changemakers.”
Stephanie Young, president, Disney Vacation Club, Adventures & Expeditions and Disney Institute, said: “National Geographic-Lindblad Expeditions embarked on an exciting future together more than 20 years ago, and I am proud to see that relationship and shared vision continue to expand through the launch of this co-brand.
“Discovering the world with National Geographic and Lindblad Expeditions is one of the most educational and insightful ways to travel.
“The knowledgeable naturalists and expedition leaders on board, state-of-the-art equipment and capability of these ships take guests on a journey unlike any other, educating travellers and inspiring them to conserve the world around them.”