As a departure from its previous “Cruise Like a Norwegian” branding, Norwegian Cruise Line has today unveiled a new campaign inviting guests to “Feel Free,” and even the godfather of the new Norwegian Escape, Pitbull, is getting in on the action.
The new global approach is a refreshing change that abandons the previously obscure notion of cruising like a foreigner in favor of focusing on the line’s signature Freestyle Cruising concept. Here, freedom, flexibility and individuality are in the spotlight to contrast from regimented cruise travel. The fresh marketing applies to new videos and social media.
The first such spot features active lifestyle images, predominantly filmed aboard the line’s newest Norwegian Escape, set to a new “Feel Free” song from Pitbull embracing escapism and feeling free to indulge, explore, laugh, feast, dance, love, relax and enjoy life’s best moments. The video appropriately concludes with a call to “get on a [Norwegian] ship and cruise the world.”
Current social media also asks travelers to use the #FeelFree hashtag, sharing their New Year’s resolution, for a chance to win a seven-day Norwegian cruise. The goal is to convey the line’s fun-loving brand while engaging with guests from new markets through new platforms.
The campaign was developed in partnership with agencies BBDO Atlanta and OMD. “The concept of ‘Feel Free’ transcends the idea of traditional cruising and speaks to the experience that is uniquely offered and delivered aboard Norwegian ships: our promise that guests should be free to vacation on their terms,” said Meg Lee, Norwegian Cruise Line’s senior vice president and chief marketing officer.
The branding also coincides with the line’s existing promotion, now renamed from “Freestyle Choice” to “Free at Sea.” As before, guests can choose from four value-added promotional offers: free unlimited beverages, free specialty dining, free shore excursions or free Wi-Fi.