Norwegian Cruise Line Hits The Waves With New 1999 Advertising
Campaign
Miami, Fla., February 11, 1999 – Norwegian Cruise Line
(NCL) has unveiled a new brand image advertising campaign
that includes print ads now appearing in national consumer
magazines and a television commercial that debuts today. The
new campaign delivers dramatic visuals illustrating the cruise
line’s distinctive attributes.
Created by Young & Rubicam Chicago, the campaign includes
one 30-second television commercial and five print ads. Targeted
to adults 35-to-64 years old, the campaign’s strategic
vision is to demonstrate how Norwegian Cruise Line provides
each guest with a unique reprieve from the mundane routines
of everyday life. Both the visuals and copy depict the vast
array of experiences and activities to be enjoyed during one
individual’s day on an NCL voyage, reinforcing the new
tagline, "As far from the everyday as a ship can take
you. That’s the Norwegian Way."
"Our new campaign reaches out to a diverse market of
contemporary vacationers by personalizing the most memorable
and unique features of an NCL cruise vacation," said
Nina Cohen, vice president of marketing at NCL. "Cruising
‘The Norwegian Way’ is characterized by outstanding
dining, service, recreation and entertainment options that
we believe set us apart from other cruise lines," she
added.
NCL began 1999 with an all-time record in January for monthly
revenues and new booking activity. Its new campaign will encourage
more consumers to book an NCL cruise vacation. Travel agents
are exceptionally pleased that NCL is expanding its presence
in the advertising arena.
One print ad describes the way in which NCL’s music
theme cruises, tantalizing Chocoholic Buffet™, and energizing
shore excursions can take you far from the everyday: "Today
I met three legends of jazz. Today I discovered a buffet made
entirely of chocolate. Today I swam with dolphins. This is
not a normal day. This is a Norwegian Day."
"Whenever consumers hear or see ‘Norwegian Cruise
Line,’ we want them to immediately think ‘out-of-the-ordinary
cruise vacation,’" said Pat Cafferata, president
and chief executive officer of Y&R Chicago. "Whether
it’s escaping from the everyday by enjoying an intimate
dinner in Le Bistro, or spotting humpback whales or swimming
with dolphins, an NCL cruise will remove you from the everyday
and introduce you to the extraordinary."
Television spots will air starting today, February 11, 1999,
in NCL’s top markets during network programs such as
ER and NYPD Blue, as well as on cable networks starting on
February 15, 1999, including The Travel Channel, TBS, The
Food Network, and The Discovery Channel. The prints ads began
appearing in the February issues of more than 20 national
magazines including Travel & Leisure, Conde Nast Traveler,
Smithsonian, Gourmet, and Architectural Digest, and will run
throughout the year.
Miami-based Norwegian Cruise Line is a global cruise company
and industry innovator that currently owns or operates a fleet
of 12 mid-sized ships sailing to more than 200 ports in Alaska,
Australia, Bermuda, Canada/New England, Caribbean, Europe
(Mediterranean, Baltic and Scandinavia), Hawaii, Mexico, South
America, and Trans Canal.
For more information and reservations, contact your travel
agent or call NCL in the U.S. and Canada at (800) 327-7030;
in Dade County, Florida, (305) 436-0866.
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