When you’re No. 2 — or even No. 3 or No. 4 — you try harder. Norwegian Cruise Lines has plenty of experience, competing with bigger brands, all of which are part of cruise line consortiums…Carnival, Royal Caribbean, Princess and so on.
When you try harder, you try everything. Quality of products, quality of service. Partnering with people who can help, like travel agents. Advertising campaigns.
Enter: Walk Like An Egyptian.
We’ve never heard confirmation of this, but it appears that NCL has capitalized on a fairly forgettable No. 1 song by a fairly forgettable No. 1 (briefly) band, The Bangles.
Enter: Cruise Like A Norwegian.
That’s the promotional campaign slogan NCL started using last year, coincidentally at a time when Walk Like An Egyptian was enjoying a revival during the revolution in Egypt. In 2011, Norwegian enjoyed a 37% increase in operating income and, according to CEO Kevin Sheehan: “The campaign has brought increased attention to our brand.”
Who would have ever connected those dots?
DAILY DEAL:
Holland America Statendam
14 nights
March 30
Fort Lauderdale, Aruba, Panama Canal, Puerto Caldera, Huatulco, Cabo San Lucas, San Diego
Inside $1,539
www.hollandamerica.com