Norwegian Cruise Line Developing New Advertising Campaign
Photo courtesy of Norwegian Cruise Line
It appears likely that Norwegian Cruise Line is phasing out the “Cruise Like a Norwegian” advertising campaign it has used since 2011.
While the campaign was anchored by the catchy “Let’s Go” song and clever turns of phrase — “Dine like a Parisian,” “Chill Like a Jamaican” and “Party like a Brazilian” — to some it kindled images of Vikings in horned helmets rowing wooden vessels in frigid waters. Norwegian’s goal was to convey the spirit of “diverse vacationers who embody the passion, freedom and flexibility inherent in a Norwegian Cruise Line 'Freestyle Cruising' vacation.”
Now the 13-ship line has hired new advertising and media communications agencies — BBDO and OMD, respectively — to develop a new multimedia campaign. A company spokeswoman said the line favors a “brand platform more global in nature” to complement the “Freestyle Cruising” tagline.
The “Cruise Like a Norwegian” campaign, first unveiled in October 2011, was developed by The Martin Agency and Maria Miller, the line’s then-senior vice president of marketing, who left the company in March. Here's a look back at the original commercial:
BBDO will provide creative and strategic leadership and development of a multimedia advertising campaign, while OMD will be responsible for media planning and buying across all media channels.
“Norwegian Cruise Line and the cruise industry are on an uptick and we are looking to capitalize on this business momentum,” said Meg Lee, chief marketing officer at Norwegian. “We initiated this review with the goal to identify the best agency partners to help take Norwegian to the next level and accelerate the global expansion of the brand and our unique Freestyle Cruising proposition. In BBDO and OMD, we have found two agencies with proven track records of success with high involvement brands. More importantly, they each have demonstrated a knowledge about creating campaigns that cross multiple channels. They also have shown that they work well, together and with us. We can’t wait to get started.”
It is expected that the first new work from BBDO and OMD will debut in January 2016.
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