Norwegian Cruise Line Selects BBDO, OMD

By Erik Oster 

Norwegian Cruise Line has selected BBDO as its lead creative agency and OMD as its media buying and planning agency, Adweek reports.

The selections conclude a creative and media review launched in early April. BBDO will take over for incumbent The Martin Agency, who had worked with Norwegian Cruise Line since 2011 and did not participate in the review, and will be responsible for digital and traditional advertising. New work from BBDO is expected to make its debut in January. Norwegian Cruise Line spent around $33 million in measured media last year, according to Kantar Media.

Earlier this month, anonymous sources claimed the three finalists in the creative review were CP+B, TBWA\Chiat\Day and R&R Partners, but clearly this was not a completely accurate account of the review, as BBDO was not named.

The review followed the company’s acquisition of Prestige Cruises International in November and subsequent appointment of Frank Del Rio as CEO, as well as the appointment of Andy Stuart as president and chief operating officer in January and Meg Lee as chief marketing officer in March. “The change in leadership has really crystalized a more aggressive growth strategy,” Lee explained to Adweek. “We want to grow our business internationally as we almost double our capacity in the next few years. Norwegian Cruise Line and the cruise industry are on an uptick and we are looking to capitalize on this business momentum.”

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