Cruises for those who don’t like cruises

Ask almost any Finn, and they’ll have a story about a cruise. Maybe it’s a childhood memory of a buffet piled high with shrimp, or a night spent on a dance floor that never seemed to close. For many, those memories come to mind with a hint of exhaustion – crowds, noise, sticky floors and off-key karaoke.

From that simple observation, a bold brand campaign was born: “Cruises for those who don’t like cruises”
“We realised that people’s ideas about cruises don’t quite match Finnlines,” says Mira Alhonen, Marketing Manager at Finnlines Passenger Services. “Our new ships on the Naantali–Lågnäs–Kapellskär route offer something entirely different, a calm and unhurried getaway at sea,” she continues.

Healing cruise wounds with humour

The campaign’s marketing films take place in a therapist’s office, where patients share their less-than-pleasant cruise memories. Through humour and empathy, the films reveal how Finnlines offers a refreshing alternative for those who thought cruises weren’t for them.

Spanning television, online video, radio, print, social media, and outdoor advertising, the integrated campaign combines cinematic storytelling with a warm, witty tone – one that feels unmistakably Finnlines.

A challenger with a distinct voice

While most Finns can instantly name two or three cruise operators, only one in ten mentions Finnlines. As a challenger brand, standing out takes both courage and creativity. This campaign embraces both, celebrating what makes Finnlines different instead of blending in.
“As a challenger brand, you need to be brave. We decided to highlight the things we don’t have; no nightclubs, no karaoke, no elbow tactics on crowded decks. It’s what makes us different,” Mira adds.

Inspired by real customer stories

The campaign draws on genuine passenger feedback praising Finnlines’ peaceful atmosphere and friendly service. Many travellers describe their voyages as surprisingly relaxing compared to traditional party cruises. Customers have recognised themselves in our brand stories, and the feedback received has shown that there’s a real need for the kind of travel experience that Finnlines offers.

A fresh take on Finnish cruise culture

Ultimately, “Cruises for those who don’t like cruises” does more than promote a product, it reimagines what a cruise can be. It offers travellers an alternative to the traditional cruise experience: a chance to rediscover the sea on their own terms.