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Old October 10th, 2011, 03:58 PM
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Dave Beers Dave Beers is offline
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I just finished a webinar with Norwegian and have to say I am favorably impressed with their new approach, at least from a marketing perspective. The line is spending a lot of money on this, with an advertising blitz over the next 5 weeks including ads on top network TV shows such as NCIS and Dancing With The Stars.

Further, their goal is to nurture a community of "Norwegians" who are brand loyal, promote the brand to others, and feel a sense of belonging. I know that must sound sinister to some, but Norwegian has always struck me as being behind the curve as compared to RCI and Carnival when it comes to cultivating brand loyalty.

Freestyle will remain but not be the main emphasis that it has been. Their research showed that people new 'freestyle' better than the name of the cruise line, so now they plan to emphasis 'Norwegian' and use freestyle to compliment it.
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