New York City-Inspired Advertising Campaign Promotes New York's Ship Norwegian Breakaway

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Norwegian Cruise Line is also partnering with NYC & Company as an Official Partner of NYC Restaurant Week® and Broadway Week.

Norwegian Breakaway Ad Campaign

Our goal with the campaign is to show the ship’s strong connection to New York City in a visually striking way that will inspire everyone to want to come aboard and experience all that Norwegian Breakaway has to offer beginning May 12

Norwegian Cruise Line today debuts a New York City-inspired advertising campaign themed, “The Best of NYC Sails to Sea” to promote its new ship, Norwegian Breakaway which will be the largest cruise ship to homeport year-round in New York City. The new campaign includes an eye-catching, state-of-the-art digitally animated television commercial, print advertisements, various out of home elements, online media and new digital experiences on the Breakaway microsite that artfully render the New York City experiences found on board.

The Norwegian Breakaway television spot shows striking visuals of the Manhattan skyline cruising by the Statue of Liberty and out to sea atop Norwegian Breakaway, visually conveying that the best of NYC will sail to sea on Norwegian Breakaway. The new television spot will air on various networks throughout the winter and spring in New York, Boston and Philadelphia and can be viewed on the line’s YouTube channel. There is also a Spanish version of the television spot that will air on Telemundo and Univision in the New York market. In addition, Norwegian has enhanced http://www.breakaway.ncl.com with new digital experiences that highlight the New York City experiences found on board and demonstrate how Norwegian Breakaway brings the best of NYC to sea. Site visitors can watch as a theater on Broadway is transformed into the Breakaway Theater and as New York’s popular SOHO Neighborhood transitions into The Waterfront on board Norwegian Breakaway. Additional transformations will be launched later in January including Central Park being morphed into the ship’s Aqua Park.

“It’s so exciting to be launching this dynamic advertising campaign promoting our new ship, Norwegian Breakaway, during the start of Wave Season, the best time to book a cruise,” said Kevin Sheehan, Norwegian Cruise Line’s chief executive officer. “Our goal with the campaign is to show the ship’s strong connection to New York City in a visually striking way that will inspire everyone to want to come aboard and experience all that Norwegian Breakaway has to offer beginning May 12.”

Designed as New York’s ship, Norwegian Breakaway will bring the best of NYC to sea when she arrives to her year-round homeport in early May 2013, offering the high-caliber dining and entertainment options that New York is known for worldwide. The line also announced that it is an official partner of the popular NYC & Company programs: NYC Restaurant Week and Broadway Week, further strengthening Norwegian Breakaway’s strong ties to New York City. To generate additional awareness and buzz throughout the city, Norwegian, in partnership with NYC & Company, is creating interactive “Breakaway Warming Stations” that will pop-up in different locations throughout the city in January.

As part of the partnership, Norwegian is prominently featured in the NYC Restaurant Week and Winter Broadway Week promotional booklets, on nycgo.com, and in advertising, including bus shelters and on light pole banners throughout the city. In addition, on select dates in January, New York City residents and visitors are invited to visit one of Norwegian Breakaway’s “Warming Stations,” where they have the opportunity to get a “break” from the cold weather and a hint of the warm weather and sunshine the ship will offer guests when she sails from New York year-round to Bermuda, Bahamas & Florida and the Caribbean. Guests can learn about the ship’s exciting amenities or take a photo amongst a beach-themed setting, which can be uploaded and shared on Facebook right from the station. Photos from the Warming Station events can also be viewed on the line’s Facebook page. To add to the excitement, visitors can also win special prizes hourly, including tickets to see the Broadway smash-hit Rock of Ages, or dinner at Geoffrey Zakarian’s restaurant, The National.

The Norwegian Breakaway Warming Stations will take place between 9 am and 4 pm on the following dates:

  •     January 22: Ninth Ave. & 14th Street in Chelsea Plaza;
  •     January 28: Times Square on Military Island.

For location updates and the chance to win additional prizes, everyone is encouraged to follow Norwegian on Twitter at @cruisenorwegian.

To celebrate the company’s involvement in NYC Restaurant Week and Broadway Week, Norwegian is giving foodies and entertainment lovers the opportunity to win one of two cruises for two on the May 12, 2013 maiden voyage of Norwegian Breakaway as part of the “Best of NYC Sails to Sea Sweepstakes.” The lucky winners will also receive a one night hotel stay in Manhattan, two tickets to a Broadway show and dinner at Geoffrey Zakarian’s restaurant The National the night before departure. To learn more and enter to win, stop by one of Norwegian’s “Warming Stations” or visit either nycgo.com/restaurantweek or nycgo.com/broadwayweek.
The Breakaway advertising campaign, slated to run through May, is a continuation of the Cruise Like A Norwegian concept, developed by Norwegian Cruise Line and The Martin Agency in 2011.

Norwegian Breakaway

The 4,000 passenger Norwegian Breakaway will arrive in her year-round homeport of New York City in early May 2013. The ship will begin weekly summer seven-day cruises to Bermuda on Sunday, May 12, 2013. From October 2013 through April 2014, New York’s ship will offer voyages from the heart of Manhattan to the Bahamas & Florida and the Southern Caribbean.
To date, the company has revealed the ship’s groundbreaking design, including The Waterfront and 678 Ocean Place; a wide range of indoor and outdoor venues on three dynamic decks that will create a whole new complex at sea that enhances guests’ connection with the ocean. Norwegian Breakaway’s entertainment will include three Broadway shows: five-time Tony nominated ROCK OF AGES; the dance sensation BURN THE FLOOR; and CIRQUE DREAMS & DINNER JUNGLE FANTASY. The famed comedy troupe The Second City, Howl at the Moon dueling pianos, and New York’s own Slam Allen will also perform on the vessel. Celebrity Chef and Food Network star Geoffrey Zakarian will also debut his first restaurant at sea on Norwegian Breakaway: Ocean Blue by Geoffrey Zakarian.

The top decks of Norwegian Breakaway will feature the first Aqua Park at sea with five full-size water slides, including twin Free Fall slides, the first ever at sea, and a three-story sports complex that includes the largest ropes course at sea, a nine-hole miniature golf course, basketball court, rock climbing wall and more.

The ship will also feature a rich mix of stateroom options including The Haven by Norwegian, comprised of 42 Suites at the top of the ship and 18 additional Suites located throughout the ship; the innovative Studios, designed and priced for solo travelers; the re-introduction of Oceanview staterooms, Balcony and Mini-Suites; along with Spa Balcony, Mini- Suites and Suites in close proximity to the spa.

For more information on the incredible features and accommodations on Norwegian Breakaway, visit http://www.breakaway.ncl.com. To book a cruise on Norwegian Breakaway, contact a travel professional, call Norwegian at 800-327-7030 or visit http://www.ncl.com. Comment on today’s announcement on our Facebook page.

About Norwegian Cruise Line

Norwegian Cruise Line is the innovator in cruise travel with a 46-year history of breaking the boundaries of traditional cruising, most notably with the introduction of Freestyle Cruising which revolutionized the industry by giving guests more freedom and flexibility. Today, Norwegian invites guests to “Cruise Like a Norwegian” on one of 11 purpose-built Freestyle Cruising ships, providing guests the opportunity to enjoy a relaxed cruise vacation on some of the newest and most contemporary ships at sea. Recently, the line was named “Europe’s Leading Cruise Line” by the World Travel Awards for the fifth consecutive year.

Norwegian Cruise Line’s largest and most innovative Freestyle Cruising ship, Norwegian Epic, debuted in June 2010 and has been named “Best Overall Cruise Ship” by the readers of Travel Weekly two years in a row and “Best Ship for Sea Days” by Cruise Critic. Norwegian Cruise Line is the official cruise line of Blue Man Group, appearing for the first time at sea on Norwegian Epic, as well as the official cruise line of Legends in Concert, The Second City®, Howl at the Moon Dueling Pianos, and Nickelodeon, the number-one entertainment brand for kids. Cirque Dreams™ & Dinner is also featured on board Norwegian Epic as the first show of its kind at sea under a big top.

The Company has two 4,000-passenger vessels, Norwegian Breakaway and Norwegian Getaway, under construction for delivery in April 2013 and January 2014, along with one larger “Breakaway Plus” vessel for delivery in fall 2015. Known as New York’s ship, Norwegian Breakaway will be the largest vessel to homeport year-round in the city, sailing to Bermuda for the summer beginning May 12, 2013. Norwegian Breakaway’s features include hull art by legendary artist Peter Max, seafood restaurant Ocean Blue by famed New York chef Geoffrey Zakarian, and fitness classes and a retrospective display from the ship’s iconic godmothers, the Rockettes®. The entertainment lineup includes three Broadway shows: Rock of Ages, Burn the Floor and Cirque Dreams™ & Dinner: Jungle Fantasy. Norwegian Getaway, the largest ship to homeport year-round in Miami, will sail Eastern Caribbean voyages beginning in February 2014. Sailings for both vessels are now on sale.

High resolution, downloadable images are available at http://www.ncl.com/pressroom. For further information on Norwegian Cruise Line, visit http://www.ncl.com, follow us on Facebook, Twitter, and Instagram @Norwegiancruiseline, Pin us on Pinterest, watch us on YouTube, or contact us in the U.S. and Canada at 888-NCL-CRUISE (625-2784).

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Vanessa Lane
Norwegian Cruise Line
(305) 436-4144
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Marisa Scime
Norwegian Cruise Line
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