Cruise

NCL insists hip hop strategy won’t alienate older cruisers

Anne Majumdar

The selection of US rapper Pitbull as the godfather of Norwegian Cruise Lines’ Norwegian Escape isn’t as off the wall as it may seem, says managing director Asia Pacific Steve Odell.

In 2015, the vessel was christened in the Port of Miami with Armando Christian Pérez, aka Pitbull giving the event an unusual twist as he officially christened the massive floating resort and became the first ever “godfather” of a cruise ship.

“It may seem surprising but when you dig a bit deeper, it isn’t,” said Odell of the decision.

“We are trying to open up to a much wider audience.”

As a result, Pitbull was deemed the ideal choice due to his strong social media following with upwards of 60 million Facebook fans.

“By announcing that he is not the godfather of a Norwegian Cruise Line ship broadens our reach to a much bigger target audience,” Odell told Travel Weekly.

He insisted the choice would not alienate the cruise line’s older or more traditional customers, with the involvement of Pitbull just one part of its overall marketing strategy.

“The way we market the brand is as a multi-generational brand – we get everything from grandparents to kids and we can deal with all of them,” he said.

“Certainly with Pitbull we are targeting a much younger, trendier group, but when we position the brand, we are positioning it as multi-generational which is becoming more and more important.”

The cruise line unveiled an online video featuring a backing track by Pitbull in January to celebrate the launch of its new brand strategy, entitled Feel Free which aims to highlight NCL’s emphasis on “freedom and flexibility”.

Check out the video here:

Meanwhile, Norwegian Cruise Lines Holdings has launched a local contact centre for its Oceania Cruises and Regent Seven Seas Cruises brands, following the launch of the NCL contact centre in December.

“This Friday marks the final integration of all activity for Norwegian Cruise Line Holdings’ three brands into the operations of our Sydney-based Australasian headquarters, including call centre and help desk support, and sales and marketing activities,” Odell said.

“The integration has been undertaken to provide a greater level of support to our trade partners, travel agents and cruise passengers, marking an exciting milestone in the growth of our local office.”

In another move, Australian dollar pricing has been introduced for Regent Seven Seas in order to make it easier for local agents to sell the luxury product.


SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Destinations

Tasmania reveals reopening date to Australia’s mainland

The Apple Isle is getting ready to throw open its borders, which is sure to have mainlanders throwing their hands up in the air and yelling ‘yahoo!’

Share

CommentComments

Aviation

International carriers set Aussie return dates, as Qantas brings forward overseas restart for Melbourne

The increased clarity around border openings as Australia’s vaccinated population grows has given overseas airlines the opportunity to set return dates, with a spate promising to return earlier than expected.

Share

CommentComments

Destinations

WATCH: Destination NSW launches spectacular ‘Feel New’ campaign

Featuring some very flash TV spots, the campaign highlights the state’s natural and cultural offerings, and it’s pretty bloody captivating.

Share

CommentComments

Hotels

Intrepid to open “hybrid hotels” across Australia and NZ through new joint venture

Intrepid has taken its first step into the hospitality market with the promise of some pretty snazzy hybrid hotels. Wondering what the heck a hybrid hotel is? Find out here.

Share

CommentComments

Destinations

Austria: Where culture meets scenery

Whether your clients are eager to get their culture fix, strap on their hiking boots or race down the slopes, in Austria, they can get it all.

Share

CommentComments

Travel Agents

Helloworld’s revenue and TTV soar during September quarter

For full transparency, some of these financial figures are unaudited, but let’s not let that take away from Helloworld’s strong recovery.

Share

CommentComments

Destinations

ScoMo says Australia-Singapore travel bubble to form “within the next week or so”

Our editor is loving this bubble talk so much that he’s decided to celebrate by having a bubble bath while enjoying a bubble tea.

Share

CommentComments

Aviation

Qantas to launch Sydney-Dehli route, moves start date forward for select overseas flights

The national carrier also said it plans to bring back around 11,000 stood-down workers a whopping six months earlier than expected.

Share

CommentComments

Cruise

Golden Horizon, the world’s biggest sailing ship, cancels its Aussie debut

Tradewind Voyages is the latest cruise line to axe its Aussie sailings after growing tired of waiting for the federal government to get its sh*t together.

Share

CommentComments

Wholesalers

Flight Centre-owned DMC Discova recruits new global marketing manager

The destination management company has Discova-d its new global marketing manager. Get it? (Sorry, that was a pretty cringeworthy effort).

Share

CommentComments

Destinations

Four must-dos in Flanders

With charming cities, a rich history and artistic masterpieces (not to mention an unparalleled beer culture), there’s a lot to love about the northern Belgium region.

Share

CommentComments

Destinations

WA lets slip plan to mandate COVID-19 jabs for all interstate travellers

Mark McGowan has been forced to do a bit of explaining after WA’s health department appeared to accidentally release details of its mandatory vaccine plan for all interstate visitors.

Share

CommentComments