Norwegian Cruise Line has borrowed the famous words of music icon Freddie Mercury in their new ad campaign, encouraging lock-down weary travellers to “Break Free”.
The “Break Free” campaign, which launched in February 2021, encourages travellers to look towards the future when they can reconnect with the people – and places – they have missed most.
Set to the uplifting lyrics of the iconic “I Want to Break Free” by Queen, the forthcoming TV flight is the cruise line’s most significant investment in the UK market to date, which is testament to a burgeoning interest in cruise in the region and the country’s position as one of NCL’s leading markets worldwide. The additional investment in the extension of the “Break Free” campaign demonstrates NCL’s faith in an even bigger and better return to cruising for the UK market.
The campaign will be running until Sunday 31st October 2021 to coincide with NCL’s Great Cruise Comeback, as a third of the company’s fleet of 17 ships are now back in operation and is set to reach 64.2 million UK adults, running across an impressive 41 broadcast channels including ITV, Channel 4, and Channel 5. The adverts will air during some of Channel 4’s peak programmes, such as ‘Grand Designs’, ‘Epic Wales: Valleys, Mountains & Coasts’, and ‘Bettany Hughes’ Treasures of the World’, as well as additional hero spots on ITV and Channel 5. In addition, the campaign will be complemented with video on demand advertising as well as print and digital media investments.
Eamonn Ferrin, NCL’s Vice President of International Business, said: “Break Free will be back on our screens as customers finally get back out on the open seas. With an even greater selection of truly unique and unforgettable itineraries with the likes of Extraordinary Journeys and now more ships in Europe, and the recently announced Norwegian Prima, we are certain that our partnership with UK TV will inspire, excite and create a sense of wanderlust.”
Karen Sequeira, NCL’s Marketing Director, UKI & MEA commented: “The campaign is a continuation of our ‘Break Free’ positioning theme and builds on the successful TV activity we undertook earlier this year. It is 360 multi-channel approach including communications across both our trade and consumer networks. The campaign is perfectly timed to encourage viewers to dream, to plan and book ahead. The aim is to connect with our audience on an emotional and empathetic level.”
