The paper reports The Martin Agency, based in Richmond, Virginia, was invited but decided not to participate.
Norwegian engaged The Martin Agency in March 2011 and within six months the 'Cruise Like a Norwegian' brand platform and integrated national advertising campaign were launched. This included NCL's return to network television for the first time since 2008 and integrated social media, digital and on-board elements.
Plus, the rebranding signaled the start of the company's use of 'Norwegian' as its preferred short name, rather than 'NCL.' (Former ceo Kevin Sheehan explained market research showed people didn't know what 'NCL' stood for, whereas 'Norwegian' conjured up more meaning.)
The review follows the departure of Maria Miller, svp marketing, during a company downsizing three weeks ago.
As earlier reported here, vp Meg Lee is serving as interim chief marketing officer.