DALLAS Omnicom Group's GSD&M was awarded Norwegian Cruise Line's branding work after a review, the agency said. The value of the account is estimated at $25 million.
Other finalists in the review were Dallas independent The Richards Group and WPP Group's Landor Associates of San Francisco.
GSD&M of Austin, Texas, will be responsible for distinguishing NCL from its competition, emphasizing the cruise line's reputation as an innovator, the client said.
"We were looking for a company that could propel our brand forward in a category characterized by sameness," said Andy Stuart, executive vice president of marketing, sales and passenger services for NCL. "Based on their work with other respected brands and the insights they provided us in their presentations, we think GSD&M will be the perfect partner for NCL."
Based in Miami, NCL has a fleet of 16 ships in service and under construction. The company oversees the operations of Norwegian Cruise Line, NCL America and Orient Lines. On July 4, 2004, NCL introduced the re-flagged Pride of Aloha, the first modern U.S.-flagged cruise ship in nearly 50 years, the company said.