Hapag-Lloyd Unveils New Branding

Image: Hapag-Lloyd Cruises

German cruise operator, Hapag-Lloyd, has unveiled new branding, along with a modest name change, that will help promote the luxury cruise line to a global audience. 

Effective immediately, the old Hapag-Lloyd Kreuzfahrten name has been changed to Hapag-Lloyd Cruises, in a bid to attract a worldwide audience, rather than just German speaking guests.


125 years after the first Hapag-Lloyd cruise to the Mediterranean from Hamburg aboard the steamer Augusta Victoria, the new branding will help continue the historic legacy of the German cruise line.

“We are proud of our long-standing corporate history and we feel even today the innovation and spirit of discovery Albert Ballin joined. Our goal was to take the anniversary year as an opportunity to make some major changes, “says Karl J. Pojer, Chairman of the Board. “With our new name and the new logo, we move with the times and adapt to the needs and demands of a modern, international society.”

To celebrate the 125th anniversary of the line, Hapag-Lloyd Cruises are offering 12.5 percent discount on selected bookings for 125 days from January 22.


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