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The AIDA Feeling: New AIDA Cruises Marketing Campaign Creates Appetite for Cruises

Rostock, 03. September 2013

The cruise company AIDA Cruises is heading into the fall by launching a new marketing campaign.

One of the campaign’s key components is an enhanced logo. In future AIDA will focus on its two trademark symbols: the red puckered lips on the ship's bow and the four bright letters AIDA. The noted Rostock painter Feliks Büttner painted the oceans’ most popular smile for the first time on the bow of an AIDA ship in 1996. Since then it has become one of the best-known trademarks in the tourism industry. The "club ship" as a logo add-on will be dropped. The new slogan - "Unique. Time after time." - evokes that AIDA feeling and describes what guests perceive after an AIDA cruise -  an AIDA vacation is beyond comparison and is addictive in the best sense of the word.

"The campaign emphasizes our claim to offer quality right down to the smallest detail and thus provide our guests with a unique vacation. To this end we have systematically updated our trademarks and our logo. Our objective is to convey that sense of premium quality and individuality that an AIDA cruise offers, especially to new customers," says Robert Styppa, Vice President Marketing at AIDA Cruises.

Michael Samak, CEO of Saatchi & Saatchi Germany and Switzerland, adds: "The new brand strategy and marketing campaign focuses on positive feelings and emotional imagery." This is Saatchi & Saatchi’s and market leader AIDA’s first joint campaign. Saatchi & Saatchi has been AIDA's lead marketing campaign agency since November 2012.

Effective immediately, the new advertising motifs in nationwide daily newspapers and magazines will create an appetite for cruises on board AIDA ships. From the end of September on, TV commercials can also be viewed on virtually all German channels.

09. July 2020

“Cast off!” for first AIDA cruises in August 2020

AIDA Cruises today announced that it will resume sailing operations in August 2020.

Three of its cruise ships will be the first to cast off, following an industry-wide pause in operations in mid-March. AIDAperla will be the first to set sail on August 5, 2020, from Hamburg, ... [more]

07. May 2020

Current situation at AIDA Cruises

Do you have a question about the current situation? You can find all information directly on the homepage of or under the following direct link any further questions, please contact the AIDA Communications Team at [more]

30. April 2020

AIDA Cruises extends pause of its cruise operation until 30 June

International holiday travel has come to a standstill due to the Corona pandemic. Unfortunately, normalisation before the end of June 2020 can no longer be expected due to the current entry regulations in our destinations. These exceptional and unforeseeable circumstances ... [more]

30. April 2020

Video message from Captain Boris Becker: “Thank you, Barbados”

In an emotional video message Boris Becker, captain on board AIDAperla, thanks for the stay in Barbados. The ship has been lying in the roads at Barbados/Bridgetown for over a month and will now set sail. The passage leads directly to Europe in order to bring the rest of the ... [more]



Hansjörg Kunze
Vice President Communication & Sustainability