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NORWEGIAN CRUISE LINE TO SCORE WITH SUPER BOWL TELEVISION ADS; $2 MILLION EXPENDITURE WILL FEATURE PROVOCATIVE NEW ADVERTISING

 CORAL GABLES, Fla., Jan. 11 /PRNewswire/ -- Representing nearly a $2 million expenditure, two of Norwegian Cruise Line's provocative new 30-second television spots will appear on NBC's network telecast of the NFL's Super Bowl on Jan. 30. The commercials will air during the first and third quarters.
 "Because Norwegian Cruise Line is taking a myriad of bold actions to drastically enhance our product and image, advertising in the Super Bowl makes perfect sense for us," said Adam Aron, president and CEO of Kloster Cruise Limited, parent company of NCL. Aron added, "Our new campaign is designed to reflect the recent resurgence and rapid improvement of Norwegian Cruise Line. The Super Bowl will deliver a national and international audience for the message that NCL is back as an industry leader."
 The ads, which made their debut Jan. 3, depart dramatically from the frenetic fun and sun of competitive cruise industry advertising. The $30-million campaign, created by Goodby, Berlin & Silverstein of San Francisco, depicts scenes that are sensual, romantic, escapist and visually provocative with the tag line, "It's Different Out Here."
 The new television advertising campaign includes four 30-second television spots directed by award-winning Carlton Chase. They include "Fantasies," "Laws," "Fish," and "Shower." The black and white spots all feature as background music the song "Blue Moon." The profile of an NCL ship appears at the end of each spot as the tagline "It's Different Out Here" is heard, while the remainder of the commercials were shot on location at NCL cruise destinations in the Caribbean and Mexico.
 "Shower" and "Laws" are scheduled to appear during the Super Bowl. "Shower" begins with the question, "What do you need to fall in love again?" After a man's hand reaches for the cord on an outdoor conch shell shower, now wet he is joined by a woman who seductively embraces him from behind. The answers provided are: "Westerly winds. Mahi-Mahi with wild rice. Blue blue water. A really nice ship."
 "Laws," which runs without audio except for music and the tagline at the end, begins with a visual of a woman standing in the ocean with water up to her chest sensuously eating a piece of fruit. The copy reads, "There is no law that says you can't make love at 4 in the afternoon on a Tuesday." With visuals of a Mayan Temple, one taken from below upward to the top and the other taken from the top where two lounging jaguars gaze downward, the copy continues with the advice "There's no law that says you...shall not study a sunset or train butterflies" or "must contribute to the GNP every moment of your life." As a woman pulls a towel off a clothesline on the beach and then joins her male partner on a hammock, the copy concludes: "because the laws of the land don't apply."
 The Super Bowl effort is also a logical move, because Norwegian Cruise Line is the official cruise line of the NFL Players Association and the NBA. NCL's roster of 14 sports cruises includes an annual NFL Players Football cruise which features players from both the winning and losing Super Bowl teams. This year's cruise is scheduled for Feb. 20 aboard the M.S. DREAMWARD. NCL is also the only cruise line with dedicated Sports Bar & Grills at sea.
 NCL operates seven vessels: the DREAMWARD, WINDWARD, NORWAY, SEAWARD, STARWARD, SOUTHWARD, and WESTWARD. The NCL fleet offers three-, four-, and seven-day cruises sailing to the Caribbean; the Bahamas; Bermuda; Alaska; California and the Mexican Riviera.
 -0- 1/11/94
 /CONTACT: Fran Sevcik of Norwegian Cruise Line, 305-460-2709, or Jill Deutsch of Lou Hammond & Associates, 212-308-8880/


CO: Norwegian Cruise Line ST: Florida IN: LEI ADV SU:

SH-CK -- NY058 -- 1022 01/11/94 13:26 EST
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Publication:PR Newswire
Date:Jan 11, 1994
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