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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 (5/20)
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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DailyVista

Campaign Imminent: Former No. 262 Norwegian Cruise hires creative, media AORs


 

Subject: Direct response, magazine, radio, TV, social media, digital, online advertising, sponsorship

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

Opportunity: After a review (research OMD, Midwest as media AOR. NCLH has spent about $50 million annually on measured media since 2012, with more than half going to display and search. With Wave Season over  (Q1 – when cruise lines push deals to bolster summer reservations), sellers should focus on Q4 and Q1 2016. NCLH is pumping up marketing investments to take advantage of cruising's revival after several mishaps at sea in 2012.

Additional Insight

Incumbent: Interpublic's Martin Agency had handled creative and media since 2011, according to The List.

Marketing Boost: Higher ad investments will support a return to TV ads for the Norwegian brand and will support three big launches. In October, the 4,200 Norwegian Escape will debut as the largest ship in Norwegian Cruises's fleet; in April 2016, the 684-passenger Oceania Sirena will join the fleet; and in July 2016, the new 750-guest luxury Seven Seas Explorer ship will set sail.

Norwegian relies more on mass channels to reach mainstream cruising consumer segments, while the luxury Prestige brands lean heavier on targeted direct mail. However, management believes there's huge potential for cross-selling here. Frank Del Rio, president and CEO, said in the Q4 earnings call that 210,000 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. 

Media Spend: NCLH has spent about $50 million annually on measured media since 2012, with more than half going to display and search. The other channels that receive 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 have been on Nick and Nick Jr, according to iSpot.tv.

New Decision Makers: Rio took on his post earlier this year. Most recently, he was CEO at Prestige, which was acquired late last year. He founded Oceania, which later merged with Regent. Last month, company veteran Andy Stuart was promoted to president and COO, following the resignation of Drew Madsen. Stuart, who will report to Del Rio, has been with Norwegian since 1988, lastly as sales EVP. Madsen, a CPG and restaurant marketing/operations veteran with no cruising experience that we can see, had only been on board since October. The hospitality veteran was with Darden for about 15 years, culminating as president and COO.

Furthermore, Meg Lee, VP of business integration, was appointed as CMO in March. 

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

Mee Lee
Interim Chief Marketing Officer and Vice President, Business Integration
Direct Dial: (305) 468-2247
mlee@ncl.com

Andy Stuart
President & Chief Operating Officer - Norwegian Cruise Line
(305) 436-4000
astuart@ncl.com