A World Class Resort That Likes To Travel
Written by: Kuki
This is one of Norwegian Cruise Line’s new advertising tag lines meant to promote the soon to debut new Norwegian Epic. Rather than increase my eager anticipation of this new ship (which by the way, I’m very excited to see), this advertising tag stirs some concerns within me.
Just a few weeks ago on my Blog I wrote questioning whether the Oasis of the Seas was going to change the industry http://www.cruisemates.com/blog/200909081122/oasis-seas-ruin-cruise-industry/
In that blog entry one of the points I discussed was how the cruise lines have viewed land based resorts as their major competition, and this new line of advertising by Norwegian certainly proves the validity of that theory quite emphatically.
There’s no doubt NCL is hoping this advertising strategy will draw a much more positive response from people than it has from me. I honestly don’t see cruises as resorts that happen to float, and I actually become concerned when cruise lines tell me that is their objective.
Some of my thoughts on this may seem incongruous, as I certainly do enjoy itineraries featuring many days at sea, and I definitely like to have all of the creature comforts available. Yet I really don’t want my cruise vacations to be a combination of a trip to Mall of America and Disneyland, or an all inclusive resort in Cancun. In fact I bristle at a hint of that suggestion.
I do enjoy land vacations as well. I’ve gone to Las Vegas for a few days of non-stop action, and enjoyed week long vacations to golf resorts. But I’m not looking for the same thing when I go on a cruise.
In my view cruise lines are taking their “eyes off the ball” when their advertising focuses on the similarities to land based resorts, rather than the differences. For instance – cruise vacations easily facilitate some of the most romantic moments one can experience. It seems to me the industry could creatively, and effectively, find a way to appeal to the millions of people seeking a bit of romance in their lives.
Within the cruise industry, over the past decade, there’s been enormous effort put into establishing a specifically family friendly environment. And many of the cruise lines have done an amazing job of making it so! In fact, comparatively, I think now cruises likely rank as the #1 type of vacation a family could take… and by a considerable degree. Surely the cruise line’s advertising geniuses can find a way to get that message across rather than the generic… we’re a floating resort.
If the cruise industry is setting their goal as being resorts that happen to float, which this type of advertising certainly seems to suggest, I’m afraid they may direct all their energies and policies toward succeeding and reaching that goal.
But frankly I see cruising as offering more than that. Cruising has some magic ingredients involved, but with the success of the industry’s current direction I can see the magic of cruising perhaps getting lost in the industry’s desire to be another resort.
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Posted: November 4th, 2009 under Kuki.