Norwegian Cruise Line (NCL) is ditching its brand identity ‘Cruise Like A Norwegian’, replacing it with the ‘Feel Free’ tag line.
The new marketing push coincides with a new peak booking season promotional offer, Free at Sea, across twelve cruise ships.
The campaign runs until April 10 and allows consumers to choose from four free offers - unlimited drinks, speciality dining, internet access or spending money.
The line says the ‘Feel Free’ concept is designed to highlight Norwegian’s philosophy of what a holiday should be, free from rigid schedules with the freedom to make their holiday their own, and provides an opportunity to speak to guests in new markets via new formats, including various social platforms.
Chief marketing officer, Meg Lee, said:
“The concept of ‘Feel Free’ transcends the idea of traditional cruising and speaks to the experience that is uniquely offered and delivered aboard Norwegian ships: our promise that guests should be free to vacation on their terms."