American Queen Steamboat Co. is now American Queen Voyages, as part of a rebranding that will merge the river cruise line with its two sister ocean cruise lines.
American Queen Voyages, which is still part of the Hornblower Group, will include American Queen Voyages River, American Queen Voyages Lakes & Ocean (with the fleet of Victory Cruise Lines) and American Queen Voyages Expedition, which will include expedition experiences in Alaska and Central America from 2022. The change comes after 10 years of activity that has gone from its namesake paddle steamer cruising the Mississippi River to a fleet of seven ships with the acquisition of Victory Cruise Lines and a vessel of the same name. ‘shipping.
The news broke on September 28, the same day another domestic river company, American Cruise Lines, announced it was renaming and revamping its paddle steamer fleet.
“After expanding to lakes and ocean cruises, there was a need to reshape our brand architecture,” said Kari Tarnowski, senior vice president of marketing and sales for American Queen Voyages, at a press conference at Seatrade. “So we reached out to our customers to find out how they talk about our brands, and most just recognize us as American Queen. American Queen Voyages brings together all of our experiences.”
As part of the rebranding, American Queen Voyages Lakes & Ocean, the new name of Victory Cruise Lines, will change the names of its identical 202-passenger ships, formerly Victory I and Victory II, to Ocean Voyager and Ocean Navigator. These ships will continue to sail to Canada, the Great Lakes, New England and the East Coast, as well as Mexico and the Yucatan Peninsula.
“Now we have the opportunity to talk about it all together: the travels of the American Queen and the extent of the offer we have,” Tarnowski said. “And you will know that the delivery of the product, whether you are on the river, lakes and ocean or on an expedition, will be the same And its all-inclusive nature, whether it is your drinks, spirits, specialty coffees and restaurants. specialty included as well as your shore excursions, and this happens for our three separate products. “
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The brand’s architecture pays homage to the legacy and legacy of the American Queen Steamboat Co. and has included the iconography of the paddle wheel as the North Star in its logo. A new tagline, Discovery Runs Deep, will roll out with new creative elements in the coming months, including a print and digital campaign, a redesigned loyalty program and onboard enrichment offers. The tagline is meant to invite travelers to “throw away the guide and think outside the box to find the unscripted experiences,” the company said.
Experiences offered may include interacting with New England oyster farmers or observing marine scientists at California Polytechnic State University on a zodiac.
American Queen Voyages River will be run by its namesake American Queen, flying the American flag, and includes the American Empress, the American Duchess and the American Countess. American Queen Voyages Expedition will launch the brand’s Alaska expedition cruise arm, featuring new 186-passenger ships, the Ocean Victory in 2022 and the Ocean Discoverer in 2023.
The company will now have a website for all of its cruises. “So we’re going to have synergies there because it’s more effective to communicate with our customers when we have one location, one message,” said Shawn Bierdz, president of American Queen Voyages, at Seatrade.
American Queen Voyages will open a new office in Fort Lauderdale in 2022.