NCL to Promote Freestyle Cruising with Print, TV Ads

NCL Corp. has unveiled a $100 million brand identity campaign in a bid to convey its “Freestyle Cruising” concept to consumers and the trade via a national television, print, online and street advertising campaign, a new Web site and all new promotional materials.

“We´re not targeting any age, demographic, or income level,” said Scott Rogers, NCL´s senior vice president of marketing and sales at a launching event for the press in New York. “We´re looking for a person who is a nonconformist.”

Rogers showed a series of television commercials and print advertisements that NCL said will distinguish the line as an “off the clock” cruise experience, where guests can eat, dress, and do what they feel like in comparison with a typical, regimented, cruise where everyone is on a tight schedule and looks and does the same thing.

The campaign, which features a new logo for NCL, will go public on October 2. The logo shows NCL´s new mascot, a small white fish, swimming against a school of small blue fish.