NCL to consult trade on TV advertising ahead of ex-UK return

 

Norwegian Cruise Line plans to consult with the trade before making a decision on whether it introduces TV advertising in the UK.

Speaking as the line revealed plans to have a ship sailing from the UK for the first time in seven years, Harry Sommer, executive vice president of international business development, said the line would discuss marketing with key agent partners before making a decision.

“I’ve been asked to speak to our trade partners about doing TV ads in the UK, Germany and Spain – our three top European markets.

“I can’t rule it in or out but because so much of our marketing in Europe is with our travel agency partners it is a decision we’d like to make jointly with them.”

The line will base Norwegian Jade in Southampton in 2017 and will offer a series of 11 Western Europe and three Norwegian Fjords sailings between May 12 and June 20 and August 7 and October 16, 2017.

Sommer said the decision to return to Southampton was partly due to “market demand”, but also that it was “reflective of the growth of the company”.

The ship will arrive in Europe after a two-and-a-half week dry-dock. Ports of call featured on its itineraries include Hamburg, Amsterdam, Zeebrugge, Le Havre, Alesund, Geiranger, and Bergen.

Asked why the line wasn’t offering Mediterranean sailings out of Southampton, Sommer said they’d found it difficult to put together a “good itinerary” and instead believed the fly-cruise market was better suited to that part of Europe.

Senior vice president international sales and operations, Francis Riley, said basing Norwegian Jade in Southampton, and Hamburg, where the ship will also offer sailings from, would be a way of “testing it” for the future.

“When we started looking at deployments we said as a team we were ready to have a ship back (in the UK), and we’ve been ready for some time,” he said.

The line’s 2017 programme includes a total of five ships sailing in Europe, NCL’s biggest-ever European deployment.

Norwegian Getaway, which launched in 2014, will return to Europe to sail eight or nine-night Baltic Capitals cruises to and from Copenhagen.

Norwegian Epic will sail in the Western Mediterranean; Norwegian Spirit will offer 10 and 11-night voyages between Barcelona and Venice and Norwegian Star will sail between Venice and the Greek Isles.

Norwegian’s managing director for EMEA, Christian Boell, said: “Not only are we offering the possibility to embark in Southampton but we are also bringing one of our newest and most innovative ships back to Europe.

“We’re convinced that this will encourage continued growth in the UK market, where we have just seen record breaking guest numbers in 2015.”

Northern Europe general manager, Nick Wilkinson, added: “I’m sure these exciting Southampton sailings will be music to our travel partners’ ears.”

“We are back, we’re in Southampton and we are in it to win,” Wilkinson added.

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Princess Cruises campaign includes TV ads

By Tom Stieghorst

Princess Cruises will return to television for the first time in a decade with a $20 million ad campaign built around the slogan “Come Back New.”

The campaign will unfold in national and regional magazines, on radio and in digital formats, but the bulk of the spending will go to broadcast and cable television.
The ads will focus on personal experiences at sea, with photography to capture the idea that “a moment can transform you forever.”

Princess President Jan Swartz said they were inspired by passenger stories, “about how they return from their cruise vacation feeling rejuvenated and more closely connected with their loved ones, and with fresh perspectives stimulated by the beauty of the ocean, of the world and other cultures they visited, and their onboard experiences.”

The new TV spots will launch during the Critics’ Choice Movie Awards Red Carpet Show airing on the CW Network on Jan. 16.

The ads show a father carrying his happily exhausted daughter along the Promenade Deck. Other ads show couples who discover the value of time together, and how a day exploring Italy can inspire a surprising twist from the expected.

The parallel print campaign will “evoke the enriching possibilities of Princess’ worldwide cruise destinations,” an announcement said.

The campaign was created by the Goodby, Silverstein & Partners agency in San Francisco.