Advertising Campaign for Advertising Campaign for

Norwegian Cruise Lines Norwegian Cruise Lines

”Pride of America Cruise ”Pride of America Cruise

Ship, By Joe Romero Ship, By Joe Romero

NCL LOGO, IMAGENCL LOGO, IMAGE

PRIDE OF AMERICAPRIDE OF AMERICA

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Table Of ContentTable Of Content

Pride Of America Background…………….3Pride Of America Background…………….3

Strategy Statement ………………………...5Strategy Statement ………………………...5

Print Ads…………………………………....6Print Ads…………………………………....6

Radio Ads…………………………………..10Radio Ads…………………………………..10

TV Ads……………………………………...12TV Ads……………………………………...12

Direct Marketing…………………………..14Direct Marketing…………………………..14

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The Pride of America is the second NCL America brand ship to sail

Hawaiian itineraries under the U.S. flag, featuring decor that reflects

the cultural diversity and history of the United States. Over half of the

staterooms have balconies, while a new type of suite and extensive

children's activities make for family-friendly fun. A first for Norwe-

gian Cruise Line, the ship also features a conservatory with tropical

gardens and exotic birds, as well as a tennis court and art gallery.

From the Steakhouse to Little Italy, indulge in delicious cuisine at

eight restaurants. Relax at the Santa Fe Spa and South Beach pool ar-

ea. Later, dance the night away at Mardi Gras Cabaret

Name: Pride of America Registry: USA

Builder: Lloyd Werft Country Built In: Germany

Ship Completed Date: 6/6/2005 Christened By: Elaine Chao

Call Letters: WNBE Capacity: 2062

Number of Crew, Nationality: 1000, American Gross Tonnage: 81,000

Average Speed: 21 knots Maximum Speed: 21 knots

Length: 920.6 feet Beam: 105.6 feet

Number of Passenger Decks: 11 Number of Inside Rooms: 203

Number of Outside Rooms: 828 Number of Restaurants: 8

Number of Pools: 3 Number of Elevators: 10

Voltage: 110/220 AC Non-Smoking Dining: Yes

Non-Smoking Ship: No (NCL.COM)

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NCL IMAGESNCL IMAGES

5

S Strategy Statement For: Norwegian Cruise Lines (Pride Of America Cruise Ship)Strategy Statement For: Norwegian Cruise Lines (Pride Of America Cruise Ship)

Working for NCL America, on The Pride of America Cruise Ship in the HawaiWorking for NCL America, on The Pride of America Cruise Ship in the Hawai ian Isian Is land Market. land Market.

1. My target is young Auraria Campus college students in Denver Colorado. This 1. My target is young Auraria Campus college students in Denver Colorado. This audience has little or no experience, knowledge concerning cruise ships let alone audience has little or no experience, knowledge concerning cruise ships let alone working on them. Some attitudinal/lifestyle descriptions are: they enjoy leisure working on them. Some attitudinal/lifestyle descriptions are: they enjoy leisure and entertainment and make sure is it a part of their lifestyle. They enjoy socializing and entertainment and make sure is it a part of their lifestyle. They enjoy socializing with peers at local bar/restaurants. Downtown Denver is a big part of their social life. with peers at local bar/restaurants. Downtown Denver is a big part of their social life. Their busy schedules from work and college, forces them to manage their time wisely. Their busy schedules from work and college, forces them to manage their time wisely. The majority of students have to work to make it through college. They The majority of students have to work to make it through college. They have have good good intellectual training from good school training. intellectual training from good school training. They are independent and have They are independent and have strong personalities from living in the big city environment. strong personalities from living in the big city environment.

2. We are here in the minds of this audience: They do not know us, and do not use 2. We are here in the minds of this audience: They do not know us, and do not use us. They have no experience to make comparisons with other cruise companies. us. They have no experience to make comparisons with other cruise companies. They know nothing about us. They know nothing about us. This will be a total new experience.This will be a total new experience.

3. The competitor are basically in the same place as Norwegian Cruise Lines, except 3. The competitor are basically in the same place as Norwegian Cruise Lines, except they may have some experience with target audience.they may have some experience with target audience.

4. We would like to be at the place of making the audience completely aware of this 4. We would like to be at the place of making the audience completely aware of this

new job market, making it a big consideration for employment and careers. new job market, making it a big consideration for employment and careers.

5. The consumer promise, “The Big Idea” is a chance to get away for a semester( five 5. The consumer promise, “The Big Idea” is a chance to get away for a semester( five

months) to travel, work and have some fun and time alone. This is the only NCL months) to travel, work and have some fun and time alone. This is the only NCL

America Cruise ship that is American Flagged which means it is under the protection America Cruise ship that is American Flagged which means it is under the protection

and jurisdiction of the American government. This means that students will be safe and jurisdiction of the American government. This means that students will be safe

traveling and working on this cruise ship and is not the case with all other ships. This traveling and working on this cruise ship and is not the case with all other ships. This

also means better wages and benefits. They will be placed into the workforce onboard also means better wages and benefits. They will be placed into the workforce onboard

a ship that has been built with the best money can buy and become members of a a ship that has been built with the best money can buy and become members of a

huge shipping industry. Crew have an internet café, top of the line eating facility, a huge shipping industry. Crew have an internet café, top of the line eating facility, a

Crew Bar, exercise gym and much more. Crew Bar, exercise gym and much more.

6. The supporting evidence is NCL’s five month work session on The Pride of 6. The supporting evidence is NCL’s five month work session on The Pride of

America Cruise Ship with free travel, room and board and a job with the opportunity America Cruise Ship with free travel, room and board and a job with the opportunity to make and save money.to make and save money.

7. The tone of voice for this advertising is warm and friendly with excitement.7. The tone of voice for this advertising is warm and friendly with excitement.

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NORWEIGN CRUISE LINESNORWEIGN CRUISE LINES

Single pageSingle page

“ Beautiful Beach”“ Beautiful Beach”

VISUAL:VISUAL: Close up of beautiful beach on a sunny day.Close up of beautiful beach on a sunny day.

HEADLINES:HEADLINES: College Semester Get Away In Hawaiian Is.College Semester Get Away In Hawaiian Is.

COPY:COPY: Tired of class work, take a break, refresh yourself. Travel, Tired of class work, take a break, refresh yourself. Travel,

Work, have fun..Work, have fun..

NCL America offers a five month work session on the Pride NCL America offers a five month work session on the Pride

Of American Cruise Ship.Of American Cruise Ship.

For Information Call 1.866.234.7350, www.ncl.com, For Information Call 1.866.234.7350, www.ncl.com,

Norwegian Cruise Lines.Norwegian Cruise Lines.

LOGO:LOGO: NCL America, FREESTYLE CRUISINGNCL America, FREESTYLE CRUISING

7

Tired of class work, take a

break, refresh yourself. Travel,

Work, have Fun.

NCL America offers a five

month work session on the Pride

Of American Cruise Ship.

For Information Call

1.866.234.7350

www.ncl.com

Norwegian Cruise Lines

NCL America

College Semester Get Away In Hawaiian Is.

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NORWEIGN CRUISE LINESNORWEIGN CRUISE LINES

Single pageSingle page

“ Beautiful Beach” “ Beautiful Beach”

VISUAL:VISUAL: Close up of beautiful beach on sunny day.Close up of beautiful beach on sunny day.

HEADLINES:HEADLINES: NCL America Hawaiian Island College Semester Get Away.NCL America Hawaiian Island College Semester Get Away.

COPY:COPY: Tired of class work, take a break, refresh yourself. Travel, Tired of class work, take a break, refresh yourself. Travel,

Work, have Fun. Work, have Fun.

NCL America offers a five month work session on the Pride NCL America offers a five month work session on the Pride

Of America Cruise Ship.Of America Cruise Ship.

For Information Call 1.866.234.7350, www.ncl.com,For Information Call 1.866.234.7350, www.ncl.com,

Norwegian Cruise Lines.Norwegian Cruise Lines.

LOGO:LOGO: No LogoNo Logo

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For Information For Information

Call 1.866.234.7350Call 1.866.234.7350

www.ncl.comwww.ncl.com

Norwegian Cruise LinesNorwegian Cruise Lines

Tired of class work, take Tired of class work, take

a break, refresh yourself. a break, refresh yourself.

Travel, Work, have Fun.Travel, Work, have Fun.

NCL America offers a five NCL America offers a five

month work session on month work session on

the Pride Of American the Pride Of American

Cruise Ship.Cruise Ship.

NCL America NCL America

Hawaiian IslandHawaiian Island

College Semester College Semester

Get AwayGet Away

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NCL AMERICA: “Pride Of America” : 60 RadioNCL AMERICA: “Pride Of America” : 60 Radio

ANNCR: Have you ever thought about working on a cruise ship?ANNCR: Have you ever thought about working on a cruise ship?

Do you know what it is like working on a cruise ship?.Do you know what it is like working on a cruise ship?.

How is it different from your work experience in general?How is it different from your work experience in general?

Working on a cruise ship is totally different from work in general.Working on a cruise ship is totally different from work in general.

Working on a cruise ship requires living on ship and traveling on Working on a cruise ship requires living on ship and traveling on

water.water.

Working on a cruise ship is staying away from home for the entire Working on a cruise ship is staying away from home for the entire

work session.work session.

Working on a cruise ship allows you to travel for free to places you Working on a cruise ship allows you to travel for free to places you

never been.never been.

Working on a cruise ship allows you to shop at places you never Working on a cruise ship allows you to shop at places you never

shopped.shopped.

Working a cruise ship allows you to meet people from different cul-Working a cruise ship allows you to meet people from different cul-

tures.tures.

Working a cruise ship allows you to experience the lifestyle of work-Working a cruise ship allows you to experience the lifestyle of work-

ing an living on ship.ing an living on ship.

Working a cruise ship will be a once in a life time experience. Working a cruise ship will be a once in a life time experience.

Working on a cruise ship will satisfy your itch for adventure.Working on a cruise ship will satisfy your itch for adventure.

ANNCR: Norwegian Cruise Line’ “Pride of America is the first brandANNCR: Norwegian Cruise Line’ “Pride of America is the first brand--

new U S flagged cruise ship in nearly 50 years. Pride of America new U S flagged cruise ship in nearly 50 years. Pride of America

design reflects Americas favorite places and offers all the freedom of design reflects Americas favorite places and offers all the freedom of

freestyle cruising. (ncl.com)freestyle cruising. (ncl.com)

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Website

NCL AMERICA: “Pride Of America” : 60 RadioNCL AMERICA: “Pride Of America” : 60 Radio

ANNCR: ANNCR: I am so burned out with work, going to class, doing home work, I am so burned out with work, going to class, doing home work,

getting up early, and going to bed late. I just feel like I need a break getting up early, and going to bed late. I just feel like I need a break

from all of this. I just need to get my mind on something different than from all of this. I just need to get my mind on something different than

reading, writing and lectures. I need to do something physical where I reading, writing and lectures. I need to do something physical where I

can be alone and have some private thinking time, to reflect on what is can be alone and have some private thinking time, to reflect on what is

going on in my life and with school. I seen a posture in the Tivili stugoing on in my life and with school. I seen a posture in the Tivili stu

dent center on a bulletin board of a five month work session working dent center on a bulletin board of a five month work session working

for Norwegian Cruise Line on the Pride of American Cruise ship in the for Norwegian Cruise Line on the Pride of American Cruise ship in the

Hawaiian Islands. Five months is perfect for a semester break. I can Hawaiian Islands. Five months is perfect for a semester break. I can

take it any time, summer, fall, spring. I need to go back and read that take it any time, summer, fall, spring. I need to go back and read that

poster again and see what all the details have to say. What I did reposter again and see what all the details have to say. What I did re

member was that all the training ,travel was free, we get paid while in member was that all the training ,travel was free, we get paid while in

training, free room and board, basic medical coverage and able to training, free room and board, basic medical coverage and able to

save all we earn while working on ship.save all we earn while working on ship.

This sounds like the perfect answer This sounds like the perfect answer to what I need.to what I need.

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NCL America “Pride of America” :30 NCL America “Pride of America” :30

TVTV

1.1. IMAGE OF STUDENT RUSHING IMAGE OF STUDENT RUSHING

TO CLASS.TO CLASS.

2.2. IMAGE OF STUDENT SHOW-IMAGE OF STUDENT SHOW-

ING SIGNS OF BURN OUTING SIGNS OF BURN OUT

3.3. IMAGE OF STUDENT SHOW-IMAGE OF STUDENT SHOW-

ING SIGNS OF BURN OUTING SIGNS OF BURN OUT

4.4. IMAGE OF STUDENT ON THE IMAGE OF STUDENT ON THE

BEACH IN THE HAWAIIAN IS-BEACH IN THE HAWAIIAN IS-

LANDLAND

ANNCR (VO) Are you burned out ANNCR (VO) Are you burned out

with work, going to class, doing with work, going to class, doing

home work, getting up early, and go-home work, getting up early, and go-

ing to bed late? ing to bed late?

ANNCR (VO) Do you feel like you ANNCR (VO) Do you feel like you

need a break from all this? Do you need a break from all this? Do you

need to get your mind on something need to get your mind on something

different? different?

ANNCR (VO) Do you need to be ANNCR (VO) Do you need to be

alone and have some private thinking alone and have some private thinking

time? Do you need time to reflect on time? Do you need time to reflect on

what is going on in your life, with what is going on in your life, with

schoolschool

ANNCR VO: NCL America has the ANNCR VO: NCL America has the

answer .answer .

A Five month work secession on A Five month work secession on

board the Pride of America Cruise, board the Pride of America Cruise,

ship call now at 1.866.234.7350ship call now at 1.866.234.7350

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CLIENT:CLIENT: NCL AMERICANCL AMERICA

JOB:JOB: 30:TV30:TV

TITLE:TITLE: SEMESTER GET AWAYSEMESTER GET AWAY

VIDEOVIDEO

CUT TO THIS CUT TO THIS

SHOT,SHOT,

NO TITLESNO TITLES

AUDIOAUDIO

VO: Are you burned out with VO: Are you burned out with

work, going to class, doing work, going to class, doing

home work, getting up early, home work, getting up early,

and going to bed late? and going to bed late?

CUT TO THIS CUT TO THIS

SHOT,SHOT,

NO TITLESNO TITLES

VO: Do you feel like you VO: Do you feel like you

need a break from all this? need a break from all this?

Do you need to get your Do you need to get your

mind on something differ-mind on something differ-

ent? ent?

Do you need to do something Do you need to do something

physical?physical?

CUT TO THIS CUT TO THIS

SHOT,SHOT,

NO TITLESNO TITLES

VO: Do you need to be alone VO: Do you need to be alone

and have some private think-and have some private think-

ing time? Do you need time ing time? Do you need time

to reflect on what is going on to reflect on what is going on

in your life, with schoolin your life, with school

CUT TO THIS CUT TO THIS

SHOT,SHOT,

NO TITLESNO TITLES

VVO: NCL America has the O: NCL America has the

answer.answer.

A Five month work secession A Five month work secession

on board the Pride of Ameri-on board the Pride of Ameri-

ca Cruise ship, call now at ca Cruise ship, call now at

1.866.234.73501.866.234.7350

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