Norwegian Cruise Line (NCL) has unveiled its debut global brand campaign that encourages travellers to look beyond the confines of 2020 and towards a future when they can reconnect with the people and places they have missed most.
Encouraging travellers to revive their destination dreams and make them holiday realities, the ‘Break Free’ campaign is running across print, digital and radio, and marks NCL’s return to the mass media marketplace since March, when the cruise line voluntarily suspended all voyages due to the growing concern of the COVID-19 pandemic.
The spots, set to the uplifting lyrics of “I Want to Break Free” by Queen, will air in key US cities including New York, Los Angeles, Boston, Philadelphia, Miami, and Tampa and Orlando, as well as internationally in Australia, Latin America, Brazil, the Middle East, United Kingdom, Germany, and Spain.
You can watch the local version, which will be running across several digital platforms until 10 December 2020, below:
The campaign has launched in tandem with new itineraries available across the cruise line’s fleet, as well as its ‘Cyber Sale’, which sees all stateroom categories (but not Sail Away cabins) across all ships and destinations receiving all five of its popular ‘Free at Sea’ offers.
As part of NCL’s ‘Cyber Sale’, guests can enjoy a free beverage package, free shore excursion credit, a free specialty dining package, a free WiFi package, and access to the cruise line’s reduced rates for third and fourth guests (on select sailings), providing US$2,900 ($3945.60) in overall value.
NCL chief executive Harry Sommer said: “At Norwegian, we have a history of innovation, and we have always had a fighting spirit.
“Our team has been using this pause to prepare for our comeback, and the creative minds and incredible talent we have in-house truly delivered.
“Feeling the weight of 2020, our internal team developed a campaign that portrays the all too familiar imagery and rhetoric of 2020 before calling to the traveller in each of us and our collective desire to feel free again.
“With this new campaign, we hope to reignite travellers’ optimism for the future.”
NCL’s vice president and managing director for the Asia Pacific, Ben Angell, added: “During what has been a challenging year for many, we hope our new campaign will inspire our guests to dream about their next travel adventure.”
The cruise line also recently announced that it would be relaunching its trade portal, Norwegian Central, in the coming weeks.
Norwegian Central is a one-stop-shop for travel partners in Australia and New Zealand and will comprise four main sections: ‘Learn’, ‘Promote’, ‘Book’ and ‘Connect’.
As part of the Norwegian Central relaunch, NCL is offering an exclusive new rewards program for agents that will only be available to portal users with an individual log-in.
Travel partners can register for Norwegian Central here.