New NCL campaign aims to set brand apart in a ‘sea of sameness’

Norwegian Cruise Line’s new brand campaign, utilising its 1990s strapline ‘It’s Different Out Here’, will debut next month.

 

Three 30-second adverts, focusing on NCL’s history as a pioneer and the creator of Freestyle Cruising, are designed to “set NCL apart in a sea of sameness”, according to Chief Marketing Officer Kiran Smith.

 

Speaking at the naming ceremony of the latest ship in the line’s Prima Plus class category, Norwegian Luna, Smith said the campaign was about “getting back to who we are”.

 

“We have always been, over 60 years, about freedom and flexibility. Who wants to be told when to dine, where to dine and who to dine with? Not me.

 

“‘It’s Different Out Here’ is about showcasing that we’re all about easy, flexible, curated experiences, offering a variety of activities to allow guests to curate their own vacation.”

 

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She added: “We are reclaiming that feeling of freedom that set us apart. We have a new mantra: if it’s not easy, flexible and curated then we shouldn’t be doing it.”

 

Smith continued: “We believe this is what is going to break us out of the sea of sameness we’re in. Everyone looks and sounds alike and we don’t want to be that.

 

“We’re different and this campaign is just the start. You are going to see much more breakthrough and much more consistency in our tone of voice.”

 

To partner with NCL, email Rebecca Ransom, Business Development Manager Middle East, rransom@ncl.com, call/WhatsApp: +44 7961 300 729; for more information, visit ncl.com