MIAMI -- The new 30-second TV commercial being aired by Norwegian
Cruise Line is the first in more than two years, following the
company's slick "It's Different Out Here" commercials under the
previous management.
The successor commercial, which was released quietly last month
and will run through the end of March, is less provocative than the
steamy previous entries, which depicted a couple embracing under a
shower on a deserted beach. Although the commercials won
prestigious artistic awards, some critics wondered if the sell
contained more pizzazz than substance.
According to Nina Cohen, who joined NCL as director of marketing
two years ago after the previous campaign was decommissioned, the
latest commercial is more realistic in its depiction of the NCL
product. "It offers travel agents something very tangible to sell,"
she said. "We're making claims and supporting those claims with
real product information."
The new commercial, which is part of new branding that includes
print advertisements in national consumer magazines, contains
dramatic visuals illustrating the cruise line's distinctive
attributes. Among these are depictions of NCL's characteristic
onboard product, including the line's noted Broadway-style shows at
sea, chocoholic buffets and an alternative dining experience in the
Le Bistro restaurant.
"The experiences are far from the everyday aboard cruise ships,"
Cohen said, mimicking the commercial's new tagline, "As far from
the everday as a ship can take you. That's the Norwegian Way." The
campaign, she added, was designed to demonstrate how NCL provides
each guest with "a unique reprieve from the mundane routines of
everyday life."
Cohen said an advantage of the new campaign is its continuity
with the line's previously developed branding, "the Norwegian Way,"
taking advantage of the ancient association of things Norwegian
with seafaring. She said the new campaign, created by Young &
Rubicam of Chicago, is targeted to adults 35 to 64 years old.
The new commercial is being aired over network programs such as
ER and NYPD Blue as well as cable networks, including The Travel
Channel, TBS, The Food Network and The Discovery Channel. Print
advertisments are appearing in more than 20 national magazines,
including Travel & Leisure, Conde Nast Traveler, Smithsonian,
Gourmet and Architectural Digest.