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MSC Cruises launches “Not Just Any Cruise” brand positioning campaign

Details: Written by Kari Reinikainen Kari Reinikainen; Category: More News More News; Published: 12 January 2016 12 January 2016

MSC Cruises, the world’s fourth largest cruise shipping company, says it has unveiled its new global brand positioning campaign Not Just Any Cruise at a series of international media events across Europe.

“Building on MSC Cruises’ core brand heritage, the new positioning was developed to support the Company’s upcoming global growth plan. MSC Cruises is in the midst of a €5.1billion investment plan that will double the capacity of the company’s fleet and bring seven next-generation ships into service between 2017 and 2022,” the company said in a statement, adding that it follows a year long research of holidaymakers needs and their perceptions of MSC Cruises’ products and their core qualities.

Interview totaling about 3,000 hours were conducted at key source markets by leading research agencies TNS and IPSOS shaped the evolution of MSC Cruises’ new brand positioning to build upon the brand’s existing core assets and heritage while also projecting a fresh identity of the brand experience that is confident and distinct.

Previously, the company focused on projecting the Mediterranean way of life, which told of the family-owned company’s warmth, humanity and accessibility,coupled with MSC Cruises’ maritime expertise rooted in the family’s own 300 years of seafaring tradition.

o this, the research added a new finding: the company’s guests and prospective customers already perceive the MSC Cruises experience as being distinctly more elegant, professional and more reliable than other cruise lines. “For this reason, these existing core elements remained part of the new positioning. All cruises offer various degrees of discovery, relaxation and fun, however, MSC Cruises’ refined, elegant character is uniquely placed to satisfy holidaymakers’ need for new experiences that create unforgettable memories,’ the company said.

Fred. Olsen Cruise Lines appoint Neil Herbert as head of sales

Details: Written by Kari Reinikainen Kari Reinikainen; Category: More News More News; Published: 06 January 2016 06 January 2016

Fred. Olsen Cruise Lines, the UK based destinational cruise shipping company, says it has appointed Neil Herbert as its new Head of Sales, to replace Lol Nichols,who retires at the end of January 2016, after 23 years’ service with the company. “Neil commences his new role on 11th January 2016, and will be responsible for managing Fred. Olsen’s UK sales teams, as well as developing and growing UK travel trade relations,” the company said in a statement.

Neil has worked with British Airways, Cosmos and Keycamp, before spending over six years at Holiday Extras, latterly as Sales Director. He then worked with Holiday Taxis, running their UK operation, before joining Value Retail (owners of designer shopping outlet, Bicester Village), where he headed up Global Travel Partnerships until the end of 2014.

Neil joins Fred. Olsen after working on various consulting projects in 2015, most recently with online travel training specialist, Equator Learning. He is well-known within the travel industry; he has been a Board Member of the Institute of Travel and Tourism and is currently an Ambassador for global water aid charity, Just a Drop.

Speaking of his new appointment, Neil Herbert said: “I am absolutely delighted to be joining Fred. Olsen Cruise Lines and will continue to develop and nurture strong partnerships with the UK travel trade, building on the great work that has already been achieved by Lol Nichols and his team. My key objective is to build even stronger relationships with existing partners and to help to deliver new partnership opportunities to support the Fred. Olsen brand and products.”

Nathan Philpot, Sales and Marketing Director for Fred. Olsen Cruise Lines, said:"Neil brings with him many years of sales experience within the UK travel trade, and is well-respected within the industry. His appointment marks our continued efforts to support our agent and tour operator partners, and cements our commitment to grow Fred. Olsen’s UK business through the trade over the coming years.

“Neil’s enthusiasm, knowledge and sales expertise will be a huge asset to Fred. Olsen, and we are all looking forward to working with him. I feel sure that our key partners will, too.” Neil is a keen rugby fan. He also enjoys skiing, singing, cooking, art, charitable fundraising and travel.

SuperStar Virgo to offer new itinerary, dining, entertainment in focus on board

Details: Written by Kari Reinikainen Kari Reinikainen; Category: More News More News; Published: 06 January 2016 06 January 2016

Star Cruises flagship SuperStar Virgo has introduced a new itinerary that takes in Hong Kong, Guangzhou’s Nansha, Vietnam’s Halong Bay, Da Nang, and Hainan’s Sanya.

“Star Cruises will provide twice-weekly cruises allowing cruise passengers the opportunity to set sail for a 3-Day/2-Night Cruise from Guangzhou’s Nansha to Hong Kong or an alternate 6-Day/5-Night from Guangzhou’s Nansha to Halong Bay, Danang and Sanya, which offer passengers to visit the “New 7 Wonders of Nature”, Halong Bay. Apart from the fascinating cruise itinerary, there will be a wide range of international entertainment with Themed food events to make the upcoming year extraordinary,” the company said in a statement.

Pop artists from Hong Kong and Taiwan including Richie Ren, Andy Hui, Michael Wong, Tiger Huang, Michael Tse, William So, Edwin Siu, Johnny Yip and Bo Luk will be performing in The Lido of SuperStar Virgo on a weekly basis, bringing the best hits of the region back to live.

“There is also a designated VIP area in the concert hall where the lucky ones will get a chance to have a close encounter with the artists while enjoying perhaps the most extraordinary musical performance on the sea. To celebrate the brand new cruise line, all guests departing in January will be entitled to enjoy the spectacular at no extra cost,” the company said.

With the exclusive cooperation with ZOUK club, the SuperStar Virgo is proud to present “BEATSHIP by ZOUK” – a nightclub-style party onboard. Being the first of its kind in the region, this weekend cruise party will boast world renowned DJs, live acts and performers, a distinct clientele and incomparable atmosphere while sailing.

Michelin starred cuisine served in Kam's Kitchen, Sun Tung Lok Chinese Cuisine, and Yè Shanghai, bars and restaurants in SuperStar Virgo will also be having seasonal themed cuisine, serving the best seasonal dish and beverages to guests starting from 15 January.

Costa Luminosa to depart Savona for its first world cruise of 2016

Details: Written by Kari Reinikainen Kari Reinikainen; Category: More News More News; Published: 06 January 2016 06 January 2016

Costa Luminosa of Costa Crociere will today depart from Savona, Italy, on an 108-day voyage around the world that will be the first circumnavigation of the globe by the ship this year.

“Costa Luminosa will make longer calls in some particularly interesting destinations such as Valparaiso, Chile; Papeete, Tahiti; Auckland, New Zealand; Sydney, Australia; and Dubai, U.A.E.,” Costa Crociere that owns the ship said in a statement.

The next Around-the-World cruise of the ship will depart from Savona 2 September with a 98-day itinerary around the globe.

Norwegian unveils global Feel Free campaign

Details: Written by Kari Reinikainen Kari Reinikainen; Category: More News More News; Published: 06 January 2016 06 January 2016

Norwegian Cruise Line, the contemporary market unit in the Norwegian Cruise Line Holding group, says it has revealed the company’s new global brand campaign, Feel Free. “Rooted in the line’s fundamentals of freedom & flexibility, Feel Free is an invitation for guests to experience Norwegian’s philosophy of what a vacation should be, free from rigid schedules with the freedom to make their vacation their own,” the company said in a statement.

The integrated campaign, launched 4 January, is inclusive of national television spots, online video, digital units, and various social media activations. One social media initiative encourages usage of the campaign’s #FeelFree hashtag by asking consumers to share their New Year’s resolutions for a chance to win a 7-day cruise with Norwegian.

“The high-energy campaign conveys the brand’s passion for delivering outstanding vacation experiences and showcases Norwegian’s fun-loving, bold personality. It further provides an opportunity to speak to guests in new markets via new formats, including various social platforms. The new campaign was created and developed with partner agencies BBDO Atlanta and OMD,” Norwegian said.

“The concept of ‘Feel Free’ transcends the idea of traditional cruising and speaks to the experience that is uniquely offered and delivered aboard Norwegian ships: our promise that guests should be free to vacation on their terms,” said Meg Lee, Norwegian Cruise Line’s senior vice-president and chief marketing officer.

The launch of “Feel Free” works hand-in-hand to communicate Norwegian’s new promotional offer Free at Sea. Norwegian’s Free at Sea promotional offer allows guests to choose from four free offers: free unlimited beverages, free specialty dining, free shore excursions or free wifi, delivering a very high value for their vacation dollar.