NCL re-launches brand
Norwegian Cruise Line has unveiled a new brand identity designed to capture its ‘Freestyle Cruising’ approach.
The cruiseline said the new brand “turns traditional cruising on its head” by having no fixed dining times, no formal dress codes, relaxed disembarkation, up to 10 different restaurants and more lounges, bars and other entertainment options.
Aimed at consumers and travel agents, a new marketing plan features print advertising, online advertising, and a completely new website which will launch in phases.
Following the US launch this week, consumers and travel agents in the UK will get their first look at the new brand identity when it debuts on December 1 as part of the Norwegian Pearl inaugural events.
Francis Riley, general manager NCL UK, said: “The new branding will represent a huge change from our current look and feel and the way we communicate with our travel partners and guests will be different.”
Scott Rogers, senior vice president of sales and marketing, said: “Our research shows that non-cruisers and even those who have cruised but were not ‘in-love’ with cruising, readily identified with the traditional, staid norms of cruising such as dining and dress code as key barriers to try cruising or repeat.
“This all-encompassing brand identity truly illustrates how we are different from other cruise lines and seeks to create demand not only among those who have cruised before, but also with non-cruisers who are accustomed to more conventional, land-based vacations.”
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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