NCL unveils Rebel Fish, its own in-house creative agency

Rebel Fish is made up of a global team of 50 creatives, writers, editors, producers, project managers and account representatives, who are supporting the growing creative needs of the company.

The group leads an array of initiatives from large-scale brand campaigns to direct mail communications, billboard ads, TV commercials and social content creation. It also supports the development of new onboard venue concepts.

Integrated campaigns and creative solutions company-wide

Rebel Fish Creative Group leverages the team’s global perspectives to deliver integrated campaigns and creative solutions for groups across the organization, including consumer marketing, hotel operations, newbuild development and NCL programs such as Casinos at Sea, Partners First and Latitudes Rewards.

'I am excited to celebrate the launch of Rebel Fish Creative Group and showcase how much we value the exceptional work this team is doing to position NCL as the vacation of choice,' said NCL's David Herrera, chief consumer sales and marketing officer. 'From producing some of the company’s most meaningful and strategic campaigns during one of the toughest times in our history, to supporting the record-breaking launch of Norwegian Prima, this team continues to step up and play an important role in the company’s comeback story and continued growth.'

Led by Becky Winters

Rebel Fish Creative Group is led by Becky Winters, senior director of the Creative Group, who has more than 30 years of experience, 15 with NCL.

The team includes Luije Padron, global creative; Ian Mavorah, creative copy; Cristina Serarols, creative strategy; Marja Valdes, content production; and Marie Philemon, creative operations.

In 2022, they more than tripled production work since 2019. NCL said this shows the power of having the function in-house with talent that are 'closer to and more passionate about the brand.'

'Break Free,' the 'Great Cruise Comeback,' Norwegian Prima launch

All have a long track record of developing brand campaigns. Recent examples include the 2020 'Break Free' campaign, the brand’s first global, and longest running advertising campaign, set to Queen's 'I Want to Break Free.'

The 'Great Cruise Comeback,' a multi-layered initiative, supported the company-wide effort to relaunch NCL’s 18-ship following the 500-day pandemic shutdown.

In 2021, the team was behind the campaign that contributed to record-breaking sales for Norwegian Prima.

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