Lindblad Expeditions has recently announced that it will be rebranding its cruise line to National Geographic-Lindblad Expeditions, giving the well-known National Geographic name top billing. This move is aimed at leveraging the power and name recognition of National Geographic to expand its presence in Europe and increase consumer intent, search efficiency, and conversion.
The decision to rebrand the cruise line to National Geographic-Lindblad Expeditions seems like a smart move considering the strong brand recognition of National Geographic in the media landscape. By aligning itself with such a well-known and respected brand, Lindblad Expeditions is likely to benefit from increased visibility and credibility in the market.
Last year, Lindblad Expeditions expanded its partnership with National Geographic through 2040, solidifying its connection with the media giant. This partnership is not only beneficial in terms of branding but also opens up opportunities for joint marketing efforts and co-branding initiatives.
Despite the rebranding efforts and partnership with National Geographic, Lindblad Expeditions reported a net loss of $25.8 million in Q2, which raised concerns about the effectiveness of its marketing strategies and overall financial health. While revenue increased by 9%, the company’s inability to turn a profit is a red flag for potential investors and stakeholders.
To fuel its domestic campaign, Lindblad Expeditions plans to leverage Disney’s ad-buying power and launch its first cross-selling campaign to Disney affinity audiences. While these initiatives show promise in terms of reaching a wider audience and driving conversions, their impact on the company’s financial performance remains to be seen.
The rebranding efforts of Lindblad Expeditions to National Geographic-Lindblad Expeditions hold promise in terms of leveraging the brand recognition of National Geographic and expanding its presence in Europe. However, the company’s financial performance and ability to turn a profit are key areas of concern that need to be addressed to ensure the long-term success of this rebranding strategy.