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March 26, 2011

Norwegian Cruise Line Selects A New Advertising Agency


On Friday, March 25th Norwegian Cruise Line (NCL) announced they have selected a new advertising company. This is big news for the cruise line and cruise retailers.

The Martin Agency is NCL's choice. If you are unfamilar with their company name think back to the last GEICO television advertisement you saw. It is funny, thoughtful and has a simple message which is memorable. View the commercial on their website www.martinagency.com

Cruise vacations are known for being a good value, but how does the industry attract new vacationers? The majority of the population in the world have not taken a cruise vacation and many people have thoughts (stereotypes) in their head. I'm hopeful The Martin Agency will bring new ideas, thoughtful commercials and memorable advertising. Below is the press release from NCL.

Written by Denise Blackmore, MCC


Miami - Mar 25, 2011 - Norwegian Cruise Line announced today that it has chosen The Martin Agency of Richmond, VA, as its new Agency of Record following a four month review process.

"We were looking for an agency partner to help us create brand desire for our unique proposition in a highly engaging and relevant way," said Maria Miller, Norwegian Cruise Line's senior vice president of marketing. "The Martin Agency impressed us with their creative and thoughtful approach to our brand."

The Martin Agency was among four finalists in the review along with McCann and Grey, both of New York, and incumbent agency GSD&M of Texas. The assignment will include strategic and creative development, media planning and buying and an assortment of digital responsibilities.


"Our team is fired up to work with Norwegian Cruise Line," said Michael Chapman, VP/Group Planning Director who led The Martin Agency's review effort. "Few things in our business are more invigorating than working with a brand with great ambition. Norwegian was looking for much more than a campaign. They wanted a creative platform that could raise both revenue and awareness. We can't wait to get started."

The first work from the agency is slated to appear later this year and billings are undisclosed.

"While we're excited about this new journey with The Martin Agency, we want to commend GSD&M for all that they've done during the past five years to help build and promote our brand," added Miller. "They have been a great partner and we wish them well."


About The Martin Agency
The Martin Agency offers unified advertising, strategic planning, media, direct response, interactive, data analytics, design and content creation. Clients include the American Cancer Society, BFGoodrich, Discover Financial, ESPN3.com, Expedia, GEICO, Hanes, Microsoft, Morgan Stanley, PING, Pizza Hut, Sun Life Financial, Tylenol and Walmart. www.martinagency.com.

About Norwegian Cruise Line
Norwegian Cruise Line is the innovator in cruise travel with a 44-year history of breaking the boundaries of traditional cruising, most notably with the introduction of Freestyle Cruising which has revolutionized the industry by allowing guests more freedom and flexibility.

Today, Norwegian has 11 purpose-built Freestyle Cruising ships, providing guests the opportunity to enjoy a relaxed cruise vacation on some of the newest and most contemporary ships at sea. The Company contracted for two 4,000-berth vessels for delivery in spring 2013 and spring 2014.

Norwegian's largest and most innovative Freestyle Cruising ship, Norwegian Epic, debuted in June 2010. Norwegian Cruise Line is the official cruise line of Blue Man Group, debuting for the first time at sea on Norwegian Epic, as well as the official cruise line of Legends in Concert, Second CityŽ Comedy Troupe, Howl at the Moon Dueling Pianos, Gibson Guitar, and Nickelodeon, the number-one entertainment brand for kids. Cirque Dreams" & Dinner is also featured on board Norwegian Epic as the first show of its kind at sea under a big top.

Posted by Denise at March 26, 2011 11:47 AM

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