NCL launches TV-led ‘Break Free’ marketing campaign

Norwegian Cruise Line is to run a six-week global brand campaign across 41 channels in the UK until October 31.

The campaign – called Break Free – is aimed at encouraging travellers to look “towards the future when they can reconnect with the people and places they missed the most,” NCL said.

The line claims the campaign, due to air on ITV, Channel 4 and Channel 5, could reach 64.2 million adults across the country.

Adverts will air during Grand Designs, Epic Wales: Valleys, Mountains & Coasts and Bettany Hughes’ Treasures of the World on Channel 4.

It will be complimented with video on demand (VOD) advertising, print and digital media investments.

According to the line, the investment is NCL’s “most significant” in the UK market.

NCL’s vice-president of international business, Eamonn Ferrin, said: “Break Free will be back on our screens as customers finally get back out on the open seas.

“With an even greater selection of truly unique and unforgettable itineraries with the likes of Extraordinary Journeys and now more ships in Europe, and the recently announced Norwegian Prima, we are certain that our partnership with UK TV will inspire, excite and create a sense of wanderlust.”

Karen Sequeira, marketing director, UK, Ireland, Middle East and Africa, said: “The campaign is a continuation of our ‘Break Free’ positioning theme and builds on the successful TV activity we undertook earlier this year.

“It is 360 multi-channel approach including communications across both our trade and consumer networks. The campaign is perfectly timed to encourage viewers to dream, to plan and book ahead. The aim is to connect with our audience on an emotional and empathetic level.”

More: Norwegian Cruise Line to host trade roadshows

Three-level racetrack among new ‘adrenaline rush’ features on Norwegian Prima