Who’s excited about the launch of Viking Cruises first oceangoing cruise ship, Viking Star? I am.
Nine months from now, Viking will christen Viking Star in Bergen, Norway and usher in a brand-new era of cruising. It sounds like marketing double-speak, but it’s true: Viking is sailing into uncharted waters here. They are, after all, a river cruise line that has had an extraordinary streak of success with their trendsetting Viking Longships that first set sail in 2012. Since then, Viking has embarked on a campaign of aggressive expansion and brand-awareness, with advertisements on television and in print. Whenever I tell someone about river cruising, the brand recognition is instantaneous: Viking is synonymous with river cruising in the same way that Kleenex is with facial tissue. Perhaps it’s not the most elegant analogy, but it’s accurate.
Of course, a successful river cruise line branching out into ocean cruising would make news regardless, but it’s what Viking plans to do with their ship – and product, and itineraries – that
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