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World video travel guide
Norwegian Cruise Line launches new brand platform
Wiesbaden, October 11, 2011 – Norwegian Cruise Line announced yesterday that it is unveiling a new brand platform, “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 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.
“We’ve spent the last four years working a variety of initiatives across our organisation 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.”
“Our goal with this new platform is to elevate our profile and put Norwegian Cruise Line front and centre 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.
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.
The new brand will feature online at the Norwegian Cruise Line website and brand materials will be refreshed over the coming months.
This is the first work from the line’s new agency partner, US-based The Martin Agency, which the company engaged in March.
For more information and the new brand essence video see www.ncl.eu.
About Norwegian Cruise Line
NCL Corporation Ltd. is an internationally operating cruise line headquartered in Miami, Florida. NCL (Bahamas) Ltd., Wiesbaden Office is the responsible branch office for the Continental European market.
Norwegian Cruise Line is the innovator in cruise travel with a 44-year history of breaking the boundaries of traditional cruising, most notably with the introduction of Freestyle Cruising which has revolutionized the industry by allowing guests more freedom and flexibility.
Today, Norwegian Cruise Line has 11 purpose-built Freestyle Cruising ships, providing the guests the opportunity to enjoy a relaxed cruise vacation on some of the newest and most contemporary ships at sea. The Company has two 4,000-passenger vessels on order for delivery in spring 2013 and spring 2014.
Norwegian’s largest and most innovative Freestyle Cruising ship, Norwegian Epic, debuted in June 2010. Three of its modern Freestyle Cruising ships are deployed in Europe in the 2011/12 season; in the 2012/13 season with the largest European deployment in company history, the cruise line will have four ships sailing in European waters. Norwegian Cruise Line is the official cruise line of Blue Man Group, appearing for the first time at sea on Norwegian Epic, as well as the official cruise line of Legends in Concert, Second City® Comedy Troupe, Howl at the Moon Dueling Pianos, Gibson Guitar, and Nickelodeon, the number-one entertainment brand for kids. Cirque Dreams® & Dinner is also featured on board Norwegian Epic as the first show of its kind at sea under a big top.
