Lindblad Expeditions has announced a major rebranding initiative that will see the famous National Geographic name take center stage. The company will now be known as National Geographic-Lindblad Expeditions, showcasing the trusted and well-known National Geographic brand in the lead position. This strategic move is aimed at leveraging the power and name recognition of National Geographic, a brand synonymous with high-quality documentaries and informative publications.
With the rebranding set to take effect in September, Lindblad Expeditions is gearing up for a comprehensive marketing campaign to coincide with its expansion plans in Europe. CEO Sven-Olof Lindblad highlighted the importance of the new name and its potential impact on consumer intent, search efficiency, and conversion rates, especially as the company looks to tap into international markets. This rebranding comes on the heels of an extended partnership between Lindblad Expeditions and National Geographic, which is owned by the Walt Disney Company.
In a bid to drive brand awareness and engagement, Lindblad Expeditions is set to leverage Disney’s advertising power through a joint marketing fund. By capitalizing on Disney’s vast ad-buying capabilities, the company aims to fuel an impactful domestic marketing campaign that will showcase the unique offerings of the National Geographic-Lindblad Expeditions brand. Additionally, the company has rolled out its first cross-selling campaign targeting Disney affinity audiences, further strengthening its ties with the Disney brand.
Despite the exciting rebranding and marketing initiatives, Lindblad Expeditions reported a net loss of $25.8 million in the second quarter, mirroring the previous year’s figures. However, the company’s revenue saw a positive trend, with a 9% increase to $136.5 million. This indicates that while the rebranding efforts are underway, the company is also carefully monitoring its financial performance to ensure long-term sustainability and growth.
The rebranding of Lindblad Expeditions to National Geographic-Lindblad Expeditions marks a significant milestone in the company’s journey towards expanding its reach and enhancing brand recognition. With strategic marketing partnerships in place and a renewed focus on international markets, Lindblad Expeditions is poised for an exciting chapter ahead.
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