Summary
Norwegian Cruise Line, the world's third largest cruise company, announced today a major new $100 million dollar rebranding campaign. The new approach attempts to differentiate themselves from Royal Caribbean, and Carnival Cruise Line. NCL freestyle cruising will be re-launched, with a completely new unique image portrayal.
Analysis
The main objective of NCL's campaign is to rid the consumer of the traditional old image of the cruise experience. Regimentation, which NCL says is a huge reason why 83% of the American vacationing public, still doesn't take cruises, is the focal point of their new promotion. NCL intends to poke fun at cruise industry, by showing cruise passengers, hurrying from place to place and looking at watches in an unrelaxed manner. They will attack the perceived structure of traditional cruising, (dress codes, scheduling,
conformity, rules, etc.), and then switch to a scene on an NCL ship of the unstructured freedom to do things on your own.
This approach can revolutionize the public's perception of the NCL cruise product and influence a whole new generation of potential
young vacationers to try an NCL cruise. The overriding message is freedom from stress and demands of everyday life, and freedom to enjoy a less structured more relaxed, resort style experience that was found with traditional cruising.
If the message is delivered properly, look for huge gains from NCL.
with their modern ships, and newly ordered megaships, to take a larger portion of cruise business, from the ever-younger cruise consumer. The cruise passenger of tomorrow will need more choices and less restrictions. Freedom to choose is their main focus. This will appeal to "Baby Boomers, Generations X's, and
the "nonconformist", in all of us.
