Norwegian Cruise Line turned to a face
familiar to many viewers to deliver the message behind its new “Experience More” brand positioning.
After previously naming him “godfather” of its new Norwegian Aqua ship,
Norwegian Cruise Line appointed actor Eric Stonestreet (“Modern Family,” “The Santa Clauses”) brand ambassador.
"Over the last few months, we have had the
pleasure of getting to know Eric as he has spent time with our team, both shoreside and onboard," David J. Herrera, president of Norwegian Cruise Line, said in a statement, adding that Stonestreet
would “bring his relatability, authenticity and genuine charm as he spotlights how guests can experience more with NCL and have their very best vacation with us” as the face of the brand
in its “Experience More” campaign.
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The concept for the campaign was developed by Norwegian Cruise Lines’ internal creative agency, Rebel Fish, which collaborated with with
Bodega Studios Los Angeles director Jason Winer, who worked with Stonestreet on “Modern Family,” and media agency partner Digitas.
Stonestreet will appear in a series of 15- and
30-second ads showing the actor taking part in in a variety of Norwegian Cruise Line experiences, highlighting features such as the Thermal
Suite of the Mandara Spa and Salon and “the world's only racetracks at sea,” and destinations across the Caribbean and Europe.
The campaign has begun rolling out in the U.S. and
Canada, with ads running on social media, digital platforms, television, and OOH.
Norwegian Cruise Line first introduced the new “Experience More” brand positioning last fall to
emphasize claims that it offered more variety than its competitors. It also launched an upgraded 'More At Sea” package, offering travelers additional benefits and inclusions – such as an
open bar stocked with more premium beverage brands. In October, the brand also became the “official cruise line of the NHL” -- the first such partnership with a major sports league for the
cruise line.
In a release, Stonestreet noted plans to "join my family for a bucket-list trip to Alaska next summer,” suggesting a likely future focus for the campaign.