Norwegian looking to turn cruising on its head

Thursday, 26 Sep, 2006 0

Norwegian Cruise Line’s $100 million ad plan to position it as a “freestyle approach” is its biggest marketing campaign in more than ten years.

“Freestyle cruising turns traditional cruising on its head,” said the company.

“Freestyle…is characterized, in particularly, by having no fixed dining times, no formal dress codes, relaxed disembarkation, up to 10 different restaurants and even more lounges, bars, theatres and other

Entertainment and activity options,” the company added.

The marketing plan includes national television, radio, print, newspaper and other advertising. There’s also a completely new Web site, which will be unveiled next week.

Observers say the new brand identity goes against traditional marketing with its light-hearted touches that include graphics such as a white fish swimming against the direction of a school of blue fish.

Norwegian is looking to attract “non-conformist” passengers who don’t want to be told when to eat or what to wear, according to company officials who say the move is positioning Norwegian as an “off the clock” experience.

“Our research shows that non-cruisers and even those who have cruised but were not ‘in-love’ with cruising, readily identified with the traditional, staid norms of cruising such as dining and dress code as key barriers to try cruising or repeat,” said Scott Rogers, NCL Corporation’s senior vice president of sales, marketing and passenger services.

He added:

“This all-encompassing brand identity truly illustrates how we are different from other cruise lines and seeks to create demand not only among those who have cruised before, but also with non-cruisers who are accustomed to more conventional, land-based vacations.”

Report by David Wilkening

David

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