AIDA Cruises Launches New Campaign "Hi AIDA" for 2025

Bild: AIDA Cruises
The Rostock-based cruise line AIDA Cruises has entered 2025 with the launch of a new advertising campaign called "Hi AIDA." This campaign was developed by the renowned advertising agency Serviceplan, headquartered in Munich. Its central focus is on enabling guests to directly engage with the AIDA brand.

According to Serviceplan, the greeting "Hi AIDA," combined with the brand’s iconic ship livery, creates a unique style of brand communication brought to life across various platforms. The emphasis is on guests’ personal travel experiences and how they share them. Campaign films showcase authentic vacation moments such as family dining, onboard fun, and relaxing by the pool.

Alexander Ewig, Senior Vice President of Marketing & Sales at AIDA Cruises, explained: "In line with our brand promise ‘Opening hearts,’ we aim to offer people the chance to explore the world in a relaxed, individual way. With the ‘Hi AIDA’ campaign, we place our guests and their personal connection to AIDA at the center. The 2025 annual campaign marks the starting point for this new communication strategy."

Stefanie Kuhnhen, Chief Strategy Officer at Serviceplan Germany, added: "At first glance, talking to a ship might seem unusual. But in today’s world, we also interact with devices like speakers or cars. Conversations with guests onboard reveal that AIDA is more than just a ship – it’s a feeling, an experience, and a special connection to the brand. Our first campaign reflects what guests feel and experience onboard – with humor and relatability. It invites viewers to share the excitement and look forward to their next AIDA journey."

The campaign is being rolled out across multiple channels, including TV, online, social media, print, and travel agencies. It introduces a new communication platform that will feature prominently at numerous brand touchpoints in the future. The overall strategy, concept, and execution of the campaign were handled by Serviceplan, while Initiative Media was responsible for media strategy and planning. The production was managed by Zauberberg, with Frieder Wittich as director. Photographer Max Threlfall, music production by German Wahnsinn, and post-production by Deli also contributed to the campaign’s realization.