‘Norwegian Way’ Scrapped for ‘Freestyle’ Idea

Norwegian Cruise Lines will abandon its two-year-old tagline, “The Norwegian way,” in favor of a campaign that touts a “freestyle cruising” concept in upcoming work from Young & Rubicam.
The cruise line has been testing the freestyle cruising concept for two months on its Norwegian Sky boat. Under this concept, NCL has dropped cruise line traditions like regimented dining, instead offering open seating and allowing passengers to eat whenever and wherever they want with a relaxed dress code. The concept, dubbed “Total freedom at sea” will be expanded to all NCL ships by summer 2001, said Andrew Stuart, senior vice president of marketing and sales.
“Essentially, it’s giving the guests the ability to do what they want when they want,” said Tom Harrison, senior vice president and group account director for Y&R Chicago, which handles the account. “It’s very comparable to the land-based resorts.”
Trade ads will launch during late June followed by consumer print during the summer or fall. The budget was not available, but spending would increase significantly in line with the company’s growth during the next two years, Stuart said. The Miami client spent $17 million last year, according to Competitive Media Reporting.
While there is no tagline for the trade advertising, something may be developed for the consumer-oriented approach, Harrison said.
The aim is to position the cruise line’s flexibility as its point of distinction, he said.
“We really be-lieve it’s important to differentiate, more so for us than for a Royal Caribbean or Carnival because we’re smaller,” Stuart said. “We’ve gone through a lot of changes over the past year.”
Y&R Chicago introduced “The Norwegian way” tagline after winning the account in 1997. NCL was acquired earlier this year by Star Cruises, Singapore. K