• by Tanya Gazdik , October 11, 2011

Norwegian Cruise Line is returning to network TV advertising for the first time since 2008.

The national campaign, which broke Oct. 10, features the tagline “Cruise Like a Norwegian.” One 30-second and two 15-second spots are running during prime time on ABC and CBS, as well as on national cable channels, including Travel Channel, HGTV, MSNBC and Discovery Channel.

Social media, digital and onboard elements are also included in the campaign, which is the first work from new agency partner The Martin Agency, named AOR in March.

Leading up to the launch, Norwegian’s Facebook page featured a six-day countdown that asked fans to post their favorite photos to illustrate how Norwegians dine, shop and party. The Facebook page currently features a one-minute-and-45-second brand essence video, which users can share with friends.

Facebook fans can also make their own “Cruise Like a Norwegian” personalized video using their photos and setting it to one of three custom music remixes of an original score, “Let’s Go.”

Also featured on Facebook is an interactive personality quiz that asks “How Norwegian Are You?” The results show how closely respondents align with a “Norwegian” lifestyle and then it groups like-minded “Norwegians” together by personalities. Upon completing the quiz, fans are rewarded with a special badge that is posted to their Facebook page.

The campaign is also highlighted on the Miami-based company’s YouTube page and via its Twitter account. Digital media efforts, including custom page takeovers and rich media banners, invite consumers to watch the brand video and a re-skinned Norwegian Web site.

The goal of the new brand platform is to express what it means to vacation with the cruise line, said Maria Miller, Norwegian Cruise Line’s senior vice president of marketing.

The campaign plays up the diverse vacationers who choose to cruise. Norwegian cruisers can “Dine like a Parisian,” “Surf like a Hawaiian,” “Party like a Brazilian” and “Love like a Venetian.”

Travel agencies will receive materials related to the campaign. The company is rolling out a new course at NCL University, including inside tips on “How to Market Norwegian.”

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