Marketing Blurb could use a cruise. We need to feel the sunshine, the wind, and gaze upon the rolling blue waters disappearing off to the horizon. We don’t need to climb a rock wall, swim in a pool, play the roulette tables or sit at the bar—we can do all of that stuff at home. Perhaps we are a candidate for Norwegian Freestyle Cruising. The number three cruise line (behind leader Carnival and number two Royal Caribbean,)
Norwegian is launching their first national ad campaign in over ten years. The campaign will emphasize their brand position as “freestyle cruising,” that is, cruising without dress codes or fixed dining times common to the other carriers. To advertise with the big fish, Norwegian will have to increase their budget considerably. TNS Media Intelligence estimates that Norwegian spent about $ 32 million in advertising in 2005 compared to $ 229 million by Carnival Cruise Lines. In any event, we think most cruise advertising misses the boat. No amount of reggae music, mixed drinks with umbrellas, or stage shows can match the simple pleasure of standing at the rail with the women you love and watching the water roll off to infinity.
Photo Credit: Advertising Age
Comment Preview