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American Queen Steamboat Company has changed its name to American Queen Voyages, the new overarching brand merging American Queen Steamboat Company and Victory Cruise Lines.

Offering a varied and comprehensive portfolio of North American itineraries, American Queen Voyages is made up of American Queen Voyages River, American Queen Voyages Lakes & Ocean (welcoming the Victory Cruise Lines fleet) and American Queen Voyages Expedition, which includes new Alaska and Central America expedition experiences beginning 2022.

Embracing its new tagline “Discovery Runs Deep,” American Queen Voyages invites travelers to throw away the guidebook and go off the beaten path to discover the unscripted experiences of North America. New worlds and encounters await guests—from interacting with flinty New England oystermen while warming up over salty fish tales, docking next to Heinz Field, home of the Pittsburgh Steelers, to shadowing marine science researchers from California Polytechnic State University on a Zodiac approaching a secluded cove. New creative elements will also be unveiled in the coming months including a print and digital campaign, a reimagined loyalty program, onboard enrichment offerings and milestone moments.

“Through a decade of transformation, American Queen Voyages has surged from the great American rivers to include lakes, ocean and expedition experiences,” said Shawn Bierdz, president, American Queen Voyages, in a press statement. “Today, we are American Queen Voyages and embrace this simple but important expression—Discovery Runs Deep. As we move into this new chapter and introduce our version of encounter travel, we uphold the originating vision of our company’s founder and chairman, John Waggoner and his unwavering belief in the renaissance of U.S. river cruising and close-to-home adventures.”

Integral to the creative rebrand effort is the interplay between data and creativity. The most iconic part of the legacy is the paddlewheel, and it is deconstructed into individual paddles to establish a pattern that represents its movement. The creative team behind American Queen Voyages established an algorithm that is informed by measuring the distance traveled and varying nautical speeds on any given vessel. By visualizing the paddles through a generative system informed by the algorithm, an identity was created with endless possibilities of discovery—yet establishing memorable brand recognition. This identity system is being used to create various branding materials like the website, digital experience, posters, guidebooks, merchandise for staff, agents and passengers.

“To see America, you have to look beyond the roads, and American Queen Voyages embraces this notion with compelling travel encounters,” says Kari Tarnowski, senior vice president marketing and sales, American Queen Voyages, in a press statement. “We celebrate 10 incredible years in business as American Queen Steamboat Company and embrace its legacy as we enter this new phase. We look forward to delivering American Queen Voyages to our guests, travel advisors and port partners across North America.”

Embracing its Mississippi River and paddlewheel roots, the newly imagined brand celebrates its growth from operating its singular namesake vessel, the American Queen, to expanding to a 7-vessel fleet with the acquisition of Victory Cruise Lines. Looking ahead, American Queen Voyages will offer eight vessels by 2023 and plans to deliver encounter-driven travel experiences throughout America’s heartland rivers, the Great Lakes and Pacific Northwest, as well as Canada and the Eastern Seaboard, Mexico and the Yucatan Peninsula and the wilds of Alaska.

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Don’t miss more cruise updates, click here. And, check out, “American Cruise Lines’ Paddlewheelers Undergo Redesign & Rebranding.”