Norweigan Cruise Line encourages Aussies to ‘break free’ in new campaign
Norwegian Cruise Line’s new campaign tells travellers to look beyond 2020, towards a future where they can ‘break free’ and visit the places they’ve missed this year.
The global campaign launches in North and South America, Europe, the UK, as well as with an Australian and New Zealand edition of its hero film, soundtracked by Queen’s ‘I Want To Break Free’.
The Australian edition of the campaign includes a TVC that kicks with off dark shots of the Sydney Harbour Bridge, zoom calls, and a closed beach.
These shots are then contrasted with bright images of cruise liners and travellers enjoying their dream destinations.
The campaign marks Norwegian Cruise Line’s return to the media marketplace after it voluntarily suspended all cruises in March as a result of the global pandemic.
Norwegian Cruise Line vice president and managing director, APAC, Ben Angell, said the company is excited to bring the campaign to Australia and New Zealand.
“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.”
The Australian campaign is running on multiple digital platforms through to 10 December, with the wider global campaign running across print, digital and radio.
https://www.youtube.com/watch?v=sTNcy_0c2FY&feature=youtu.be&ab_channel=NorwegianCruiseLine
CEO Harry Sommer said Norwegian has already had a “fighting spirit” and a “history of innovation”.
“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 traveller in each of us and our collective desire to feel free again. With this new campaign, we hope to reignite travellers’ optimism for the future,” he said.
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