Ad Age is reporting Norwegian Cruise Line (NCL) is putting its current creative advertising account up for review. The account, valued at $50 million, has been handled by the Austin based Idea City for the last five years.
The Idea City ad campaigns have focused on driving home the message NCL is different in a “freestyling” way. The TV spots showed, tongue in cheek, what it might feel like to dine on a competitor’s cruise ship – one featuring traditional fixed dining times and formal attire.
Speculation is NCL is making the change as part of its planned stock IPO (initial public offering). Increased visibility could help the pricing of an initial offering of its stock. NCL has not shied away from publicity, being featured on CNBC's Cruise, Inc. "Big Money on the High Seas" and more recently in "Undercover Boss," a reality show where CEO, Kevin Sheehan worked alongside NCL onboard staff.
NCL, with it's 50% owner Star Cruises, together control a 7.7% share of the 2011 worldwide cruise market.
According to Ad Age, a pitch has already been delivered by Pile & Co. of Boston. Idea City is expected to defend the account and NCL is shopping other agencies. Regardless of what agency takes over, look for a new ad campaign to be hitting print and broadcast media in approximately six months.
- Norwegian Cruise Line CEO Shows His Appreciation To Crew During Undercover Boss (cruiseopinions.org)
- Undercover Boss' Norwegian Cruise Line Episode to Air on Jan 2, 2011 (cruisediva.blogspot.com)