Norwegian Cruise Line has launched a new TV advertising campaign inspired by British rock legends Queen.
Break Free is encouraging travellers to look towards the future when sailings can resume again,
NCL said the campaign, set to the lyrics of Queen song I Want to Break Free, is its most significant investment in the UK market to date, “highlighting the brand’s confidence in the region’s travel landscape”.
It will run across 38 broadcast channels from February 6 to March 7, and again during different intervals in the year.
Ads will air on Channel 4, ITV, Channel 5, and a range of Sky channels, including Sky Arts and Sky Cinema Package, complemented with video on demand advertising on Sky Go, as well as print and digital media investments.
“At Norwegian Cruise Line, we have a history of innovation, and we have always had a fighting spirit,” said NCL vice president and managing director in the UK, Ireland, Middle East and Africa, Eamonn Ferrin.
“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 of 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° 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.”
NCL launched itineraries into winter 2023 in November.