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Norwegian Cruise Line’s New Marketing Tells Guests to ‘Feel Free,’ Spend More

Hannah Sampson

Photo Credit: Norwegian Cruise Line's new brand campaign ties in to its wave season "Free at Sea" promotion. Norwegian Cruise Line

Skift Take

As Norwegian Cruise Line prepares to expand globally, the line is embracing a new brand message that it hopes will resonate internationally. Because “Cruise like a Norwegian” just made some people think of Norway.

[gallery ids="163544,163543,163508,163549"] The question some have been asking for the last four years — what does it mean to cruise like a Norwegian? — is being answered in Norwegian Cruise Line’s new brand campaign. Replacing the former message, in place since 2011, is a simple two-word mantra: “Feel Free.” As in: “Feel free to follow the sun instead of a schedule.” Or: “Feel free to find your happy place.” Also, as the cruise line has done before, feel free to include the recording artist Pitbull. He raps lines including “Makes me

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