Azamara Gets New Name,
Logo and Destination Focus
(Azamara Club Cruises will introduce more port intensive itineraries and a more inclusive product as the line sails into 2010.*)
By Susan J. Young
Larry Pimentel is shaking things up at Azamara after just a few months on the job as president and CEO.
In early December, Pimentel held a press conference to roll out a slew of upgrades and enhancements that affect the line’s two boutique ships, Azamara Quest and Azamara Journey.
The Jist of the Changes
New Name: Azamara Cruises is now Azamara Club Cruises.
New Tag: “You’ll Love Where We Take You”
New Logo: The new logo is designed to appeal to a more up-market clientele – primarily baby boomer couples (logo shown above.*)
New Brand Pillars: Pimentel’s stamp on Azamara focuses on four major brand pillars.
- Destination Immersion – more late nights in port, more overnights in port, more in-depth shore adventures and onboard cultural programs;
- Extraordinary Guest Service – all Azamara butlers are being put through official “British butler” training;
- Cuisine and Wine – Complimentary wine with lunch and dinner will be included within the cruise fare. Azamara will also enhance onboard food and wine experiences, such as adding boutique wines to the line’s cellars. Specialty dining in Prime C steakhouse and Aqualina will be complimentary for suite guests throughout their cruise.
- Wellness and Vigor – Renewed focus on wellness and a healthy lifestyle.
New Itineraries -- Pimentel says the line will slow down its ships to allow more port time and new tracks for such activities as hiking, biking, walking, golf and shopping/collecting.
New seven-night cruise itineraries can be combined to create a two- or even three-week cruise with non-repeating ports.
As a result, some changes will be made for cruises that operate in the second quarter of 2010. Major changes will be made for cruises that sail in the third and fourth quarter 2010 as well as into 2010.
New Local Entertainment – More time in port means the line will be able to bring on more local entertainers such as folkloric groups to provide additional cultural immersion for guests.
New, More Inclusive Approach – In addition to the complimentary wine, the new Azamara Club Cruises also will complimentary specialty coffees, teas and bottled water; shuttle bus service to and from port communities; free self-service laundry; and gratuities included within the cruise fare.
To accommodate the more inclusive product, pricing for Azamara Club Cruises is on the rise. Pimentel says advance bookings look very good.