Norwegian Cruise Line has launched its new global brand campaign, “Break Free,” encouraging travellers to look beyond the confines of 2020 and towards a future when they can reconnect with the people and places they have missed most.
Encouraging travellers to revive their destination dreams and make them holiday realities, the campaign which is a global effort and which is running across print, digital and radio, marks NCL’s return to the mass media marketplace since March, when the Company voluntarily suspended all voyages due to the growing concern of the global pandemic.
“At Norwegian, we have a history of innovation, and we have always had a fighting spirit,” said chief executive officer Harry Sommer. “Our team has been using this pause to prepare for our comeback, and the creative minds and incredible talent we have in-house truly delivered. Feeling the weight of 2020, our internal team developed a campaign that portrays the all too familiar imagery and rhetoric of 2020 before calling to the traveler in each of us and our collective desire to feel free again. With this new campaign, we hope to reignite travelers’ optimism for the future.”
The spots, set to the uplifting lyrics of “I Want to Break Free,” by Rock and Roll Hall of Famer Queen, will air in key US cities including New York, Los Angeles, Boston, Philadelphia, Miami, and Tampa and Orlando, as well as internationally in Australia, Latin America, Brazil, Middle East, United Kingdom, Germany and Spain. The AUNZ versions are available on the brand’s YouTube channel, and will be running until 10 December 2020 on several digital platforms.
“We are delighted to be bringing this global campaign to the local market, inviting Australian and New Zealand travellers to ‘Break Free’ and look to exciting experiences ahead. During what has been a challenging year for many, we hope our new campaign will inspire our guests to dream about their next travel adventure. The ‘Break Free’ campaign aligns with our ‘Cyber Sale’, giving guests the perfect reason to book their next dream holiday, said Ben Angell, Norwegian Cruise Line Vice President and Managing Director, APAC.
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