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Del Rio hints at 'fast-paced' new Norwegian brand campaign

Frank Del Rio, right, with Norwegian Cruise Line president Andy Stuart, aboard the new Norwegian Escape (Photo: Anne Kalosh)
With Royal Caribbean International out early with its dynamic 'Come Seek' campaign that employs live, streaming elements and Celebrity Cruises and Norwegian Cruise Line hiring new advertising agencies, it's going to be a particularly interesting wave season.

Norwegian Cruise Line's new branding and wave campaign are anticipated.

'Fast-paced, contemporary and moving' is how ceo Frank Del Rio described the upcoming campaign by Norwegian's new advertising agency, BBDO, Atlanta. Del Rio made his comments during inaugural activities aboard Norwegian Escape.

For the past four years, the line's marketing was built around the 'Cruise Like a Norwegian' branding developed by the The Martin Agency and launched in 2011.

As earlier reported, the firm chose not to participate in a review and, by mid-year, BBDO, Atlanta and OMD, Midwest were selected as Norwegian's new agencies for creative and media planning, respectively. The new campaign will be steered by chief marketing officer Meg Lee, who succeeded Maria Miller this year.

Royal Caribbean's 'Come Seek' is by Mullen Lowe. The Boston firm replaced JWT, which had the business for eight years. The campaign is directed by Jim Berra, who joined Royal Caribbean as chief marketing officer in July after eight years with Carnival Cruise Line.

Recently Celebrity retained Venables Bell & Partners for creative and Water Cooler Group’s Media Storm for media planning.