Norwegian Cruise Line has announced that it is unveiling a new brand platform and integrated national advertising campaign, "Cruise Like a Norwegian," that embraces and celebrates the community of diverse vacationers who embody the passion, freedom and flexibility inherent in a Norwegian Cruise Line Freestyle Cruising vacation. Cruising like a "Norwegian" is for those who live life to the fullest, embrace new adventures and are passionate about their experiences.
The campaign marks Norwegian's first return to network television advertising since 2008 and also integrates social media, digital and onboard elements, providing a complete immersion in the Norwegian community. This is also the first work from the line's new agency partner, The Martin Agency, which the company engaged in March.
"We've spent the last four years working a variety of initiatives across our organization to improve and enhance our company and our brand," said Kevin Sheehan, chief executive officer of Norwegian Cruise Line. "We felt this is the right time to issue this bold invitation to cruise with us by piquing interest and creating excitement around our brand. We believe this new brand platform will differentiate us and help clearly define a Norwegian cruise as one of the best vacations."
The visual embodiment of the campaign is a brand essence video that illustrates the passion and enthusiasm of Norwegian cruisers who can "Dine like a Parisian," "Surf like a Hawaiian," "Party like a Brazilian," and "Love like a Venetian," among other things. An original score "Let's Go!" was created to accompany the video. Television advertising, beginning tonight, includes one 30-second and two 15-second spots running during prime time on the ABC and CBS television networks, as well as on seven national cable channels, including Travel Channel, HGTV, MSNBC and Discovery Channel.
"Our goal with this new platform is to elevate our profile and put Norwegian Cruise Line front and center by expressing what it means to vacation with us and inviting people to join the community of Norwegians," said Maria Miller, Norwegian Cruise Line's senior vice president of marketing. "We are confident that this integrated campaign - from TV to social media and digital - will engage our community in fun and memorable ways."
Social media plays a large role in this new platform. Leading up to the launch, Norwegian's Facebook page featured a six-day countdown that asked fans to post their favorite photos to illustrate how Norwegians dine, shop, party, etc. Beginning today, Norwegian's Facebook page highlights the brand essence video which can be shared with friends. There is also an opportunity for fans to "Mix it Up" and make their own "Cruise Like a Norwegian" personalized video using their photos and setting it to one of three custom music remixes of the "Let's Go" song. Finally, an interactive personality quiz asks "How Norwegian Are You?" The results show how closely respondents align with a "Norwegian" lifestyle and then groups like-minded "Norwegians" together by personalities. Upon completing the quiz, fans are rewarded with a special 'badge' that is posted to their Facebook page.
These social media elements are combined with digital media efforts including custom page takeovers, rich media banners that invite consumers to watch the brand video and a re-skinned Norwegian web site that all work together to raise awareness about how to "Cruise Like a Norwegian" and to engage consumers with the brand.
As part of the company's continued commitment to its Partners First philosophy, travel partners will also be provided with the tools and resources they need to help them feel part of the "Norwegian" community and to help them spread the word to their clients. The company is rolling out a new course at NCL University, providing partners with inside tips on "How to Market Norwegian;" new marketing materials on its Marketing Headquarters platform; and a video message introducing the new brand to travel partners.
The brand platform comes to life onboard Norwegian's ships when guests are officially welcomed into the Norwegian community and can experience the "Cruise Like a Norwegian" themed Sail-Away Party and drink menu; all new White Hot Party with "Norwegian" elements; special "Cruise Like a Norwegian" photo and video opportunities; and a revised farewell show, so guests will continue to feel a part of the Norwegian community until their next cruise.
To experience the campaign and watch the brand essence video, visit www.ncl.com/facebook and click on the See How We Cruise tab.
Nearly 15 years ago, Viking River Cruises was established with four Russian river cruise vessels and a company name to honor the Vikings that first traveled by longship to explore Russia’s waterways. Since then, the company has grown to become the world’s leading river cruise line, offering passengers the opportunity to intimately experience destinations across Europe, Asia and Egypt like no other style of travel. As Viking River Cruises prepares to celebrate its 15th anniversary next year, the company today announced major enhancements to its Russian offering and a new microsite designed to inspire travelers to experience “the real Russia.”
Following dramatic bow-to-stern renovations, 2012 will mark the complete refurbishment of Viking’s four owned and operated Russian ships that set a new standard as the best river cruise ships in Russia and the only fleet entirely Western-managed. To commemorate the transformations and to honor Viking’s heritage, the ships will be renamed—Viking Rurik, Viking Helgi, Viking Ingvar and Viking Truvor. In addition to multiple itinerary updates, new for 2012 is an eight-day program, The Glories of the Hermitage, that features exclusive access and private tours at one of the world’s greatest museums. Also launching is a new microsite, found at www.TheRealRussia.com, which takes visitors on a video tour of the country through a series of inspiring, behind-the-scenes “webisodes.”
"Of all places in the world, we started in Russia. In fact, the idea for our company was born because my daughter had traveled along the Volga with her mother and grandmother," said Torstein Hagen, Founder and Chairman of Viking River Cruises. "We’re immensely proud of our Russian roots, and we continue to build upon our longstanding relationships and intricate knowledge of this captivating country so that we can share it with new travelers year after year."
Russian ship renovations
Launching in 2012, the renovated Viking Rurik (previously Viking Peterhof) is named after Rurik, the Viking warrior who founded and ruled the area known as Rus – now Russia. Its renovated sister ships – Viking Helgi, Viking Ingvar and Viking Truvor – are named for Rurik’s descendants, the original Russian explorers.
In addition to redefining the interior space to create significantly larger staterooms, Viking Rurik’s full bow-to-stern refurbishment is highlighted by full, private verandas added to all staterooms on the Upper and Middle decks, which house four Suites, two Junior Suites and 60 Veranda Staterooms. The two-room Suites – each 405 square feet – will have separate sleeping and sitting areas, two Sony 26-inch flat-panel televisions, a walk-in closet and a full bathroom with two sinks and a separate bathtub and shower Other in-room amenities for all staterooms include hotel-style beds, a safe and refrigerator plus premium bath products.
Just like its sister ships, Viking Rurik’s public areas such as the restaurant, lounge, library and bar will also be renovated to feature Viking’s signature Scandinavian décor. Other upgraded ship areas include a shaded sun deck and a walk-around open air promenade deck.
2012 itinerary enhancements
All four of Viking’s Russian ships sail the Waterways of the Czars itinerary, traveling from Moscow to St. Petersburg, or the reverse. The 13-day itinerary features multiple days in each city to tour highlights such as Moscow’s Red Square and St. Basil’s Cathedral plus St. Petersburg’s Hermitage Museum and Catherine’s Palace. Ports of call along the rivers include Kizhi Island, home to an open air museum of architecture and a UNESCO World Heritage Site, and the Golden Ring cities of Uglich and Yaroslavl.
For 2012, Viking is introducing a variety of new excursions and services to the Waterways of the Czars itinerary. Along with deep roots in Russia come strong connections with its leading artistic and academic institutions. Leveraging these relationships, on select departures Viking has introduced special performances by musicians from St. Petersburg’s venerable Mariinsky Theatre, as well as a Smithsonian Institution lecture series that explores a variety of topics on Russian history, myths and legends. A similarly exclusive program will provide a behind-the-scenes look at the vast art vaults of the Hermitage Museum. Other new cultural highlights include meeting Red Army veterans at Moscow’s Military Museum, visiting a school where young Russians learn restoration techniques to preserve the country’s architectural heritage, and home-hosted visits in riverside towns such as Uglich or St. Petersburg’s Kommunalkas (communal apartments). New onboard programs and services include Viking’s Concierge Services and Viking’s signature on-deck “A Taste Of…” event, highlighting an authentic selection of Russian cuisine such as Siberian pelmeni (ravioli), traditional borscht and blini.
The new Glories of the Hermitage program, which showcases the Hermitage Museum as a destination unto itself, provides art lovers with special access and private tours by Hermitage scholars. Viking guests also have a privileged opportunity to discover many of the museum’s greatest works, including those displayed at the off-site, state-of-the-art Storage Facility, which is not open to the public.
Online Russian inspiration
With Viking’s new microsite, www.TheRealRussia.com, online visitors can experience an insider’s tour of Russia, just as Viking passengers do. The site features a series of inspiring video webisodes, hosted by Karine Hagen, daughter of Torstein. Karine has spent more than two decades studying and living in Russia, and in the webisodes, she takes the viewer behind closed doors at the ballet, into the rural home of babushka Nadya and her family, and literally underground at the Hermitage, to explore her favorite Russia, “the real Russia.”
When Her Majesty The Queen named Cunard's new Queen Elizabeth during a spectacular ceremony in Southampton on 11 October 2010 she opened not only a new chapter in the history of Cunard but a new chapter in the history of Cunard Queen Elizabeths – perhaps the most significant ship name in the company's history.
Queen Elizabeth officially entered service on 12 October 2010, and since then the third ship to bear this proud name has sailed 124,375 nautical miles. Her first year has also seen her carry 52,600 guests, many of whom enjoyed the experience so much that they have travelled several times with the ship already on 28 voyages to 107 different ports. She has transited both the Suez and Panama Canals, undertaken one World Voyage and 600 of her 1,000 crew currently on board were part of the delivery team. Queen Elizabeth will spend 11 October at sea and a celebratory Dinner will be held on board.
The naming by The Queen was even more significant as Her Majesty was the only person able to claim presence at the launch of all three Elizabeths! She accompanied her mother, Her Majesty Queen Elizabeth, to the launch of the first Queen Elizabeth in 1938 and The Queen launched QE2 in 1967.
Queen Elizabeth has also become one of the most celebrated ships to be introduced in recent years and has quickly established herself in the Cunard fleet continuing in style the line's traditions established nearly 170 years ago.
"Who could forget the magnificent spectacle in Southampton last year when The Queen graciously named our new liner – the second largest Cunarder ever built? A truly memorable occasion for all of us at Cunard and around the world, and one still talked about today," said Peter Shanks, president, Cunard Line.
"Queen Elizabeth has established herself as a firm favourite and I am very proud of both the ship and her crew," Shanks added.
The FCCA Cruise Conference and Trade Show closed on Thursday night, with attendees and an overwhelming sense of success and achievement still lingering. A thousand professionals from the cruise industry and cruise destinations' private and public sectors must now find their ways to their various homes and home countries.
They will have plenty to ponder during their trips, as the four-day conference sessions engaged the attendees with one-on-one meetings with nearly 100 cruise executives from various departments, such as operations, purchasing, marketing and shore excursions and even the presidents and CEO's; workshops that provided insight into the cruise industry, shore excursion operations and targeting of the cruise lines and marketing from those executive and the cruise lines' presidents and CEO's; and evening functions that brought attendees together to foster communications between them and the cruise executives.
The Trade Show also will loom on the minds of all attendees, as it combined awing, creative booths with innovative and varying products, from ATV and zip line tours to t-shirts and smoothies to destinations' tourism departments and grand companies, like Aon Risk Management. The FCCA Trade Show displayed its specialization of delivering the attention of this elite audience of decision makers throughout the cruise industry to all those exhibiting and allowing for the best chance to get noticed in a setting where the executives are already considering taking on new business, fostering existing business and imparting knowledge on what the lines look for in products, shore excursions, port operations and destinations/infrastructure. This is why this year's FCCA Trade Show surpassed all of its predecessors in size and exhibits, with over 100 companies represented on the trade show floor.
The FCCA Conference and Trade Show again showed that it provides the best chance for entities doing business or wishing to do business with the cruise industry to increase their contact base with the cruise executives in attendance so that they can present their destination or product and learn what the cruise lines look for in shore excursions, products, services, destinations and ports of call. As per usual, it helped attendees establish a clear vision that will map the road to success in future dealings with the cruise industry.
The FCCA prides itself in bringing together the private and public sectors from and the cruise industry. It is a symbiotic relationship between them; the more that the destinations and companies progress and learn about the industry, the more that the industry is able to grow and thrive. The FCCA promotes this mutually beneficial connection in most of its operations.
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