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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Avalon emphasizes great views in river cruise TV ads

Avalon Cruise

Viking River Cruises is no longer the only river cruise line with a TV advertising presence. Avalon Waterways launched its first television ad campaign in September, with its first video spots airing on HGTV, the Travel Channel, CNN and BBC America.

Viking ads have introduced many Americans to European river cruising over the past four years. Now that consumers know more about it, Avalon “felt that now is the time to introduce the idea of an option,” said Steve Born, senior vice president of marketing for Globus, Avalon’s parent company.

Avalon created three playful spots that highlight the importance of having a good view, leading into Avalon’s stateroom design —  beds face outward to open-air balconies, providing passengers with views of the passing scenery while they cruise.

 Avalon latest TV advert.

A six-week ad run will be completed at the end of October. The company is hoping that the advertising will raise awareness about what Avalon offers and help agents sell the product when customers who have watched the commercials ask about Avalon.

“We wanted to give the agent a little bit of an assist by having the seed planted first before the inquiry begins,” said Born.

Avalon doesn’t have any further ad buys scheduled. Born said the company is waiting to see the return on investment.

Avalon also did a three-minute promotional video that showcases views from a river cruise.

New Royal Caribbean ads focus on ‘next gen’ cruisers

Royal Caribbean says its “Come Seek” campaign reflects the brand’s adventurous spirit.

Royal Caribbean International is launching a major marketing campaign on Oct. 19 that will focus on Caribbean destinations and subvert stereotypes about a cruise.

Stylistically, it is designed to break through advertising clutter and indifference, with a specific emphasis on reaching “next gen” cruisers with twitchy images and jangly music.

The “Come Seek” campaign, Royal’s first since chief marketing officer Jim Berra moved to Royal from a similar position at Carnival Cruise Line, will be nothing if not different, Berra said.

“It really is about attracting that next generation of cruisers,” Berra said. “We’re not simply trying to speak to our current core passengers.”

The key message in ads that will begin airing on shows such as NBC’s “The Voice” is about what a cruise is “not.”

 Next Gen Advert
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Viewers will see a rapid sequence of images that include statements such as “This is not a cruise,” or “You are not a tourist,” or “This is not the Caribbean.”