Page 36 - IAADFS Summit 2023 Special Edition

INSIDER

Starboard unveils a bold new refresh as it amplifies mission to “curate a
vibrant world”

Starboard Cruise Services has
unveiled a company-wide transformative
brand amplification. With a new visual
identity and redesigned logo emphasizing
its globally recognized name, Starboard,
the change amplifies Starboard’s values
and purpose to – Curate a Vibrant World
– while providing an elevated perspective
on the company’s well-known best-in-class
vacation retail.

Transitioning to an even brighter future
Starboard has continually introduced
new strategies to increase growth and re-
enforce its strong company culture.
The company says that it had gone
through an internal realignment that
introduced dedicated account teams to Starboard’s North Star outstretched arms, it calls to the idea how
optimize Starboard’s goal of delivering The brand amplification centers on unity emerges through coming together to
distinct cruise line account strategies Starboard’s redesigned visual identity, fulfill a purpose, says the company.
and services, such as curated products, exemplified by the new logo and
experiences and marketing tactics that introduction of the Starburst icon. The Website | The redesigned website
reflect each line’s unique brand and guest new look and feel are reflected across all captures Starboard’s bold thinking and
profile. touchpoints, including the website and modern approach while maintaining the
Launching the Luxury Division social channels. brand’s essence. It also highlights the wide
further diversified Starboard’s services and range of high-quality services offered
partner portfolio by offering highly curated Logo | Starboard set out to design across the Luxury Division and sister
collections differentiated for luxury cruise an emblem as iconic and distinguished as company, Onboard Media.
lines. its immersive and personalized onboard - Starboard curates vacation retail
shopping experiences. The new logo experiences
Rooted in heritage while evolving illustrates the essence of the company’s - The Luxury Division serves existing and
The new North Star brand name as well as the “starburst,” a new new ultra-premium cruise lines
amplification honors Starboard’s LVMH icon that echoes the essence of Starboard’s - Onboard Media produces innovative
heritage of “unparalleled” luxury offerings North Star framework as it radiates vibrant multimedia solutions for the greater travel
and celebrates its rich history as the first rays of light, color and energy – industry
travel duty free retailer in the U.S. While beckoning different interpretations.
ever evolving, the retailer embodies the Whether one sees bows of ships Starboard says that it is devoted
same principles and values it was founded coming together in curved lines and to constantly pushing the boundaries of
upon by A.E. Merhige in 1958, maintaining dots, or a human figure in the center with curating vacation retail experiences at
a level of curiosity, wanderlust and passion. sea and that the amplified visual identity
“We are doing business differently reflects the company’s vision to reimagine
by sparking wanderlust and curating the future of onboard shopping.
memorable products and experiences that With a renewed sense of clarity and
celebrate moments that matter in life,” focus, Starboard says that it is poised
stated Lisa Bauer, President and CEO for success in the years ahead and well-
of Starboard. “Our amplified branding positioned to expand its signature vacation
certainly reflects how our purpose to curate retail offerings.
a vibrant world radiates through every For more information, visit the
touch point and every stakeholder, from our company’s website at: https://www.
cruise partners, brand partners, employees starboardcruise.com/
to of course our guests onboard.”

Summit of the Americas April 2023 36