Norwegian Cruise Line has launched a new Queen-inspired TV campaign urging Brits to “break free”.
The line said the promotional push represented its “most significant investment in the UK market to date” and showed its “confidence in the region’s travel landscape”.
Set to air across 38 broadcast channels – including Channel 4, ITV and Channel 5 – the ad features Queen’s 1984 hit I Want to Break Free and encourages travellers to “look towards the future” when they can “reconnect with the people - and places – they have missed most”.
Airing from 6 February to 7 March, it will return during intervals of the year and also feature on view-on-demand services and in print and digital media.
NCL recently launched new itineraries for winter 2023, while Norwegian Dawn will sail its European debut season this year and a refurbished Norwegian Spirit is set to offer Mediterranean itineraries.
Meanwhile, Norwegian Escape will become the first Breakaway Plus-class ship to come to Europe later in 2021 to sail Baltic itineraries.
Eamonn Ferrin, NCL’s vice-president and managing director UK, Ireland, Middle East and Africa, said: “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. The NCL team has developed a campaign that calls to the traveller in each of us and our collective desire to feel free again.”
Karen Sequeira, marketing director for UK, Ireland, Middle East and Africa, added: “Break Free is the first time we are undertaking a national TV campaign of this scale which will be combined with a 360-degree approach across digital, print and trade. Investment at this level is testament to a burgeoning interest in cruise in the UK and the country’s position as our number one international market.
“We’ve seen growing demand from the British public, and we are keen to invest in further strengthening our brand awareness in the region. We hope Break Free inspires excitement and wanderlust.”