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Norwegian Cruise Line Launches New Advertising CampaignOctober 11, 2011 By: Elliott Mest Travel Agent
|Norwegian Cruise Line's "Cruise Like a Norwegian" campaign is utilizing several different aspects of media, including Facebook. // (c) 2011 Norwegian Cruise Line.|
Norwegian Cruise Line has unveiled a new brand platform and integrated national advertising campaign, “Cruise Like a Norwegian.”
The campaign marks Norwegian’s first return to network television advertising since 2008 and also integrates social media, digital and onboard elements. This is also the first work from the line’s new agency partner, The Martin Agency, which the company engaged in March.
The visual embodiment of the campaign is a brand essence video enticing cruisers to “Dine like a Parisian,” “Surf like a Hawaiian,” “Party like a Brazilian,” and “Love like a Venetian,” among other things. An original score, “Let’s Go!” was created to accompany the video. Television advertising includes one 30-second and two 15-second spots running during prime time on the ABC and CBS television networks, as well as on seven national cable channels, including the Travel Channel, HGTV, MSNBC and Discovery Channel.
Social media is also being utilized in this new platform. Leading up to the launch, Norwegian’s Facebook page featured a six-day countdown that asked fans to post their favorite photos to illustrate how Norwegians dine, shop and party. Norwegian’s Facebook page also highlights the brand essence video, which can be shared with friends. There is also an opportunity for fans to make their own “Cruise Like a Norwegian” personalized video using their photos and setting it to one of three custom music remixes of the “Let’s Go” song. Finally, an interactive personality quiz asks “How Norwegian Are You?” The results show how closely respondents align with a “Norwegian” lifestyle and then groups like-minded “Norwegians” together by personalities. Upon completing the quiz, fans are rewarded with a special ‘badge’ that is posted to their Facebook page.
These social media elements are combined with digital media efforts including custom page takeovers, rich media banners that invite consumers to watch the brand video and a re-skinned Norwegian web.
Travel partners will also be provided with the tools and resources they need to spread the word to their clients. The company is rolling out a new course at NCL University, providing partners with inside tips on “How to Market Norwegian;” new marketing materials on its Marketing Headquarters platform; and a video message introducing the new brand to travel partners.
Visit www.ncl.com/facebook and click on the See How We Cruise tab.