Norwegian Cruise Line is to promote low deposits to attract newcomers in its first TV advertising in the UK.
The terrestrial, regional and digital TV and radio brand campaign airs from this week and run until October 12.
The four-week TV campaign will be broadcast on ITV1 in the Granada, Midlands, the Borders and Scotland regions, and nationally on ITV3 and ITV4.
The 30-second commercial showcases Norwegian’s ‘Feel Free’ ethos featuring the largest racetrack at sea, award-winning entertainment, The Haven by Norwegian, dining options and locations, including whale-watching in Alaska.
The advert carries a ‘contact your travel agent’ call to action.
A seven-week radio campaign will run until October 31 on Heart Scotland and Clyde 1 in the Glasgow and Edinburgh regions, and Heart North West in Granada.
UK and Ireland vice president and managing director, Nick Wilkinson, revealed the line had been considering a TV and radio campaign since the early part of this year.
He said: “We have been looking at the changes that we have done over the last 18 months which revolved around our Premium All Inclusive [fare].
“We have been looking at how we can get that emotion across to the new to cruise passenger and how we can generate demand in the overall holiday market.
“Our aim is to target those who may not have considered cruising before and showcase the amazing offerings on board, and the stunning destinations we visit.”
Two features of the campaign were how to get travel agent involved and having a regional focus, Wilkinson added.
He said: “Our travel partners will also show the advert in shops because it is all about having a 360-degree integrated approach.”
NCL would consider other forms of media not included in this campaign in the future, Wilkinson added.
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