Norwegian Cruise Line have long maintained a principle of allowing their guests to enjoy complete freedom and control during their holidays on the seas, having this month extended the philosophy to their new ‘Feel Free’ advertising campaign.
The new campaign which launched in early January celebrates the cruise line’s philosophy that cruise holidays should not be tightly structured – allowing passengers the freedom to select how they spend their day. From choosing what to wear on the top deck to when and where to eat – NCL have gone to great lengths to eschew the stereotypical view of cruise holidays as overtly rigid and stuffy.
A press release from Norwegian Cruise Line explained: “Rooted in the line’s fundamentals of freedom & flexibility, Feel Free is an invitation for guests to experience Norwegian’s philosophy of what a vacation should be, free from rigid schedules with the freedom to make their vacation their own.”
NCL have targeted a fully integrated campaign for the new ‘Feel Free’ direction, complete with TV spots, online video, digital units and social media activity. Targeting a wide range of demographics, the Norwegian team want to capitalise on the broad appeal of their cruise packages.
Meg Lee, Norwegian Cruise Line’s senior vice-president and chief marketing officer, added: “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.”
Perhaps the highlight of the campaign is the social media invitation asking fans to post their New Year’s resolution with the hashtag #FeelFree to stand a chance of winning a seven day cruise.
Additionally, the line is offering free on-board extras for guests as part of the campaign. Passengers can choose between free beverages, free speciality dining, free shore excursions or free WiFi during their stay aboard the fleet.
Images sourced via Norwegian Cruise Line and Flickr Creative Commons. Credit: Joe Tolley