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Norwegian Cruise Line Announces “Cruise Like A Norwegian” Advertising Campaign

Written by: David Beers

Norwegian Cruise Line announced today that it is unveiling a new brand platform and integrated national advertising campaign – “Cruise Like a Norwegian” – that embraces and celebrates the community of diverse vacationers who embody the passion, freedom and flexibility inherent in a Norwegian Cruise Line Freestyle Cruising® vacation. Cruising like a “Norwegian” is for those who live life to the fullest, embrace new adventures and are passionate about their experiences.

The campaign marks Norwegian’s first return to network television advertising since 2008 and also integrates social media, digital and onboard elements, providing a complete immersion in the Norwegian community. This is also the first work from the line’s new agency partner, The Martin Agency, which the company engaged in March.

“We’ve spent the last four years working a variety of initiatives across our organization to improve and enhance our company and our brand,” said Kevin Sheehan, chief executive officer of Norwegian Cruise Line. “We felt this is the right time to issue this bold invitation to cruise with us by piquing interest and creating excitement around our brand. We believe this new brand platform will differentiate us and help clearly define a Norwegian cruise as one of the best vacations.”

The visual embodiment of the campaign is a brand essence video that illustrates the passion and enthusiasm of Norwegian cruisers who can “Dine like a Parisian,” “Surf like a Hawaiian,” “Party like a Brazilian,” and “Love like a Venetian,” among other things. An original score “Let’s Go!” was created to accompany the video. Television advertising, beginning tonight, includes one 30-second and two 15-second spots running during prime time on the ABC and CBS television networks, as well as on seven national cable channels, including Travel Channel, HGTV, MSNBC and Discovery Channel.

“Our goal with this new platform is to elevate our profile and put Norwegian Cruise Line front and center by expressing what it means to vacation with us and inviting people to join the community of Norwegians,” said Maria Miller, Norwegian Cruise Line’s senior vice president of marketing. “We are confident that this integrated campaign – from TV to social media and digital – will engage our community in fun and memorable ways.”

Social media plays a large role in this new platform. Leading up to the launch, Norwegian’s Facebook page featured a six-day countdown that asked fans to post their favorite photos to illustrate how Norwegians dine, shop, party, etc. Beginning today, Norwegian’s Facebook page highlights the brand essence video which can be shared with friends. There is also an opportunity for fans to “Mix it Up” and make their own “Cruise Like a Norwegian” personalized video using their photos and setting it to one of three custom music remixes of the “Let’s Go” song. Finally, an interactive personality quiz asks “How Norwegian Are You?” The results show how closely respondents align with a “Norwegian” lifestyle and then groups like-minded “Norwegians” together by personalities. Upon completing the quiz, fans are rewarded with a special ‘badge’ that is posted to their Facebook page.

These social media elements are combined with digital media efforts including custom page takeovers, rich media banners that invite consumers to watch the brand video and a re-skinned Norwegian web site that all work together to raise awareness about how to “Cruise Like a Norwegian” and to engage consumers with the brand.

As part of the company’s continued commitment to its Partners First philosophy, travel partners will also be provided with the tools and resources they need to help them feel part of the “Norwegian” community and to help them spread the word to their clients. The company is rolling out a new course at NCL University, providing partners with inside tips on “How to Market Norwegian;” new marketing materials on its Marketing Headquarters platform; and a video message introducing the new brand to travel partners.

The brand platform comes to life onboard Norwegian’s ships when guests are officially welcomed into the Norwegian community and can experience the “Cruise Like a Norwegian” themed Sail-Away Party and drink menu; all new White Hot Party with “Norwegian” elements; special “Cruise Like a Norwegian” photo and video opportunities; and a revised farewell show, so guests will continue to feel a part of the Norwegian community until their next cruise.

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Comments

Comment from Kenneth Eden
Time October 11, 2011 at 5:53 am

David

Do they ie: NCL , really think they can carry off the “essence” of Norway or that the line embodies anything that even resembles something Norwegian?

There has not been a real Norge feel at sea since Norwegian America Line sic: Norwegian America Cruises, the CUANRD/NAC, Royal Viking Line, and thats about it.

The late ’60′s and early 70′s did see a spat of Norwegian life at sea, with Royal Caribbean Cruise Line, and of course, NCL. Basically, in ships registration, which was Oslo or Bergen.

To align with Norwegian lifestyle, well, socialistic, and far more well rounded and more sheltered than the US lifestyle. I see this as a mere sham.

Give me some trolls, a slab of geatoast (thats a Norwegian cheese for those a-clueistic), smoked salmon with lots of dill and quark, and then sing Norwegian Wood!
Now, thats Norwegian!

Comment from Dave Beers
Time October 11, 2011 at 1:34 pm

Kenneth,

They are using “Norwegian” to mean aficionado of Norwegian Cruise Line and freestyle cruising, and not in the proper sense as a citizen of Norway. The executives were asked if people would confuse the meaning and they assured us that surveys indicated people knew what they meant. We’ll see as the jury is still out.

Comment from Kenneth Eden
Time October 12, 2011 at 4:11 am

I agree to a point of the confusion problems that could arise, I just personally feel it is just what it is, a marketing tool, meaningless to any national heritage. could NCL and their ad agency done better, probably.

Lets do see how this pans out. I still go for the heritage!

Comment from Kenneth Eden
Time October 14, 2011 at 9:15 am

I have reviewed this adv. and and not in the least impressed.

Is it that you can not even tell this for a cruise line, not ’till the very last seconds of the ads?

Cruise like a__________/ How ’bout the Bangles, “Walk like an Egyptian”!

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