Island Cruises's Slogans & Taglines

Island Cruises was a British cruise line founded in 2000 as a joint venture between Royal Caribbean Cruises Ltd. and First Choice Holidays. Operating under Sunshine Cruises Limited, it positioned itself as an informal alternative to traditional cruising, primarily targeting the British and Brazilian markets. The fleet included the Island Escape and Island Star, offering week-long Mediterranean itineraries from Palma, Majorca. In 2007, following the merger of First Choice Holidays with TUI AG, the brand came under partial TUI ownership. Royal Caribbean sold its remaining 50% stake to First Choice in October 2008, and the vessels were subsequently absorbed into the Thomson fleet, marking the end of the Island Cruises brand.

Core offerings centered on relaxed, resort-style cruising with a focus on casual dining, flexible entertainment, and accessible pricing. Brand messaging was built around the promise of Relaxed, friendly and informal cruising, distinguishing itself from more structured, formal cruise experiences through an easygoing, contemporary onboard atmosphere.