Adweek reports that Norwegian Cruise Line (NCL) is searching for a new advertising agency. The Martin Agency has handled NCL’s "creative and media business" since 2011.
NCL reportedly spent $33 million in 2014, down from $45 million in 2013.
Adweek says that NCL’s plans to change its advertising agency "comes amid a search by competitor Royal Caribbean as the cruise industry grapples with image problems resulting from high-profile accidents and nasty outbreaks of norovirus."
Norwegian continues to advertise by using the incomprehensible "Cruise Like a Norwegian" campaign its prior agency unveiled four years ago.
What comes to mind when you think of the stereotypical tall, blond-haired, blue-eyed. lutefisk-and-lefse-eating Norwegian? When I think of Norway, I think of cross-country skiing, muddy boots, and sweater-wearing gløgg-drinking beautiful women and handsome men of Viking descent (perhaps I’m totally lacking in sophistication).
When I first heard the "Cruise Like a Norwegian" slogan, I thought huh?
I certainly didn’t think of cruising to the Caribbean. (Maybe a fjord or two).
NCL needs to kill the concept, like Royal Caribbean’s did with its ill-conceived "Nation of Why Not?" marketing disaster.
I predict that NCL’s new agency will dump the "Cruise Like a Norwegian" slogan. Check back later this year.
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