Seatrade Cruise News is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Do what you want, whenever you want—Norwegian unleashes new 'Feel Free' branding

Andy Stuart calls it 'an exciting and liberating way to look at cruising'
'Feel Free'—to indulge, explore, laugh, dance, feast, love, relax, enjoy. Follow the sun instead of a schedule.

That's the message of Norwegian Cruise Line's newly unleashed global brand campaign.

'Feel Free' is set to a catchy beat by rap star Pitbull with lively clips of sexy people indulging in the myriad things travelers can do on a Norwegian ship—from toasting with tropical drinks to dancing, kissing and getting a massage, from exploring by paddle board to zipping through water slides and walking the plank.

In an email Norwegian president Andy Stuart called it 'an exciting and liberating way to look at cruising.'

The creative elements are passionate, bold and fun-loving.

'Feel Free' picks up from the line's long-standing Freestyle Cruising identity and replaces 'Cruise Like A Norwegian' tagline of the last couple years. The new campaign was created and developed with Norwegian's new partner agencies, BBDO Atlanta and OMD.

'Feel Free' is 'an invitation for guests to experience Norwegian's philosophy of what a vacation should be, free from rigid schedules with the freedom to make their vacation their own while rooted in the brand's fundamentals of freedom and flexibility,' a company spokeswoman elaborated.

The integrated campaign includes national television spots, online video, digital units and various social media activations.

'Feel Free' also serves as a platform to communicate Norwegian’s new promotional offer, 'Free at Sea,' giving travelers their choice of four offers: free unlimited beverages, free specialty dining, free shore excursions or free Wi-Fi. The line said the offer is valued at up to $1,500.