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NCL Corporation | Company Profile, Marketing Contacts, Media Spend, Brands




NCL Corporation has been operating the Norwegian Cruise Line since its inception over 40 years ago. NCL credits its continued success to its "Freestyle Cruising" practice; unlike other cruise lines, NCL has no set dining times, no formal dress codes, ten different restaurants and plenty of bars, lounges and theaters all intended for the most relaxed cruise atmosphere possible. NCL operates 14 ships and represents 11% cruise capacity for North America. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (305) 436-4000
Main Fax (305) 436-4109
Primary Address
7665 Corporate Center Drive
Miami, FL 33126-1201
USA

NCL Corporation Contacts

Contacts (5/19)
Name Title State
Andy S. President & Chief Operating Officer FL
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (305) 436-4000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 7665 Corporate Center Drive
Miami, FL
33126-1201
USA

Meg L. Senior Vice President & Chief Marketing Officer FL
Wendy B. Executive Vice President & Chief Financial Officer FL
Howard S. President, Revenue Management FL
Harry S. Executive Vice President, International Business Development FL

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Norwegian Cruises ********
NCL Corporation *******

Agency Relationships


Brand Agency Service From To
*** *********** ****, *** AOR - search 2012 present
*** *********** **** *** AOR - creative, digital 2015 present
*** *********** *** media buying & planning 2015 present
********* ******* ****, *** AOR - search 2012 present
********* ******* **** *** AOR - creative, digital 2015 present

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Rumor, Millennial Engagement Opps Update: Norwegian Cruises moves media to NY?


Subject: Direct response (DR), magazine, radio, TV, social media, digital, online advertising, sponsorship, multicultural

Company:recently acquired Prestige Cruise Holdings' Oceania Cruises and Regent Seven Seas Cruises

Update (4/26):  We hear at least digital dollars are moving from New York office. We haven’t been able to verify this 100% but we wanted to keep you posted since this will open up revenue for sellers whose territory includes New York. Sorry, Chicago digital sellers but there doesn’t seem to be a reason anymore to engage the OMD, Chi office for Norwegian’s digital ad dollars. But we’ll keep you posted if he hear traditional and/or digital dollars are staying in the Windy City.

With Norwegian’s new campaign already underway (more info below), focus your NYC introduction more on Q4-Q1, when most cruise companies tend to advertise the most to be top-of-mind during travel research and booking season. 

The move to NYC comes after OMD and Omnicom sibling here). 

Below originally published 1/22:

Opportunity: Norwegian's new multimillion-dollar marketing campaign, “Feel Free” recently launched. Featuring national TV ads for the first time in many years, “Feel Free” the first work from new AOR Sun Sentinel.  Therefore, continue to go after millennial focused dollars through the summer.

Note that Norwegian relies more on mass channels to reach mainstream cruising consumer segments, while the luxury minded Prestige brands lean heavier on targeted direct mail. However, management has said there's huge potential for cross-selling here. Frank Del Rio, president and CEO, said last year that more than 200,000 households in Norwegian's guest database have psychographics, demographics and spending habits similar to Oceania and Regent's targets. The company also “loves” the opportunity of cross-selling high-end Norwegian customers to Oceania and Regent. 

Omnicom sibling OMD, Midwest handles media planning and buying now. 

Additional Insight

TV Breakdown: “Freel Free” national TV ads broke Jan. 4 and have already received $1.5 million in support (see targeting right), iSpot.tv reports.

Digital Breakdown: Over the same period, 10 standard ads, 31 high impact ads and two video ads have run on about 100 publishers (<1% mobile), 78% of which were placed site direct versus programmatically.

The vast majority of this activity has been video, which is running mostly on news, sports and entertainment publishers. Top sites are foxsports.com, cbs.com, nbc.com, usanetwork.com, weather.com and go.com, according to Moat.

Media Spend: NCLH has spent about $50 million annually on measured media since 2012, with more than half going to display and search, Kantar Media reports. The other channels that received over $3 million each year are radio, print and TV.

Over the past two years, all of Norwegian's $1 million in national TV buys were on Nick and Nick Jr, according to iSpot.tv.

NCL Corporation
7665 Corporate Center Dr.
Miami, FL 33126
(305) 436-4000

Meg Lee
Senior Vice President and Chief Marketing Officer
Direct Dial: (305) 468-2247
mlee@ncl.com

Elizabeth “Liz” Filimonova
Associate Media Director – OMD, NY
(212) 590-7100
elizabeth.filimonova@omd.com