Norwegian Cruise Line to unveil new identity

Norwegian Cruise Line, the cruise company that brought the cruise world "Freestyle Cruising," has decided it's ready to play with the industry's big boys, Carnival and Royal Caribbean. Since being acquired by Malaysian firm Star Cruises in 2000, Norwegian has busily added a fleet of spectacular new ships that can compete with its bigger neighbors who are also headquartered in Miami. To celebrate, NCL announced that it will launch a new marketing campaign, online presence, and brand identify to publicize the non-traditional, free-spirited approach towards cruising it pioneered.

Over the past couple of years, Norwegian executives have told us that historically they didn't have the modern product to compete head-on with Carnival and Royal Caribbean... but now they do. With 15 ships in service, Norwegian will take delivery on three new state-of-the-art vessels by 2007, giving the line the youngest cruise fleet in the industry. NCL's new marketing campaign emphasizes its youthful philosophy of cruising, which includes no dress codes, no rigid dinner hours, relaxed disembarkation routines, and 10 different onboard dining venues.

The new look, which begins on October 2, includes print, radio, and TV ads as well as a revamped website with many interactive elements.