Lindblad Expeditions will rebrand its cruise line to give the well-known National Geographic name top billing.
The company will change its name to National Geographic-Lindblad Expeditions in September and launch a marketing campaign as it looks to expand in Europe.
CEO Sven-Olof Lindblad said during the company's Q2 earnings call Thursday that the new name "leads with the power and name recognition of National Geographic," which is well-known in media, from its documentary programs to its monthly magazine.
The rebranding comes less than a year after the cruise company expanded its partnership with National Geographic, which is owned by the Walt Disney Company, through 2040.
The CEO noted that its research found the new brand name will increase consumer intent, search efficiency and conversion, which will be important as the brand begins to market internationally. The company plans to use Disney's ad-buying power with a joint marketing fund to fuel a domestic campaign. The line also launched its first cross-selling campaign to Disney affinity audiences this year, Lindblad said.
The company reported a net loss of $25.8 million in Q2, which was virtually the same from a year earlier. The company reported $136.5 million in revenue, a 9% increase. Occupancy reached 78%, up from 74% a year ago.