Norwegian Cruise Line's first global brand campaign, 'Break Free,' urges travelers to look beyond the confines of 2020 to a future when they can reconnect with the people and places they have missed most.

Encouraging travelers to revive their destination dreams and make them vacation realities, the campaign — which will run across print, digital, radio and television — marks Norwegian’s return to the mass media marketplace for the first time since cruises halted in March.

Fighting spirit

‘At Norwegian, we have a history of innovation, and we have always had a fighting spirit,’ CEO Harry Sommer said. ‘Our team has been using this pause to prepare for our comeback, and the creative minds and incredible talent we have in-house truly delivered.

‘Feeling the weight of 2020, our internal team developed a campaign that portrays the all too familiar imagery and rhetoric of 2020 before calling to the traveler in each of us and our collective desire to feel free again,’ Sommer continued. ‘With this new campaign, we hope to reignite travelers’ optimism for the future.’

Queen lyrics

The spots, set to the uplifting lyrics of ‘I Want to Break Free’ by Rock and Roll Hall of Famer Queen, will air domestically in key cities including New York, Los Angeles, Boston, Philadelphia, Miami, Tampa and Orlando, as well as internationally in Australia, Latin America, Brazil, the Middle East, UK, Germany and Spain.

A long-form version of the commercial is available on NCL’s YouTube channel.

‘We are an international brand with a team that thinks globally and acts locally,’ Chief Marketing Officer Isis Ruiz said. ‘This time, however, everyone is sharing the same desire to “Break Free” and to rediscover their passion for traveling and experiencing the world, so for the first time, we have introduced a truly global campaign. We are closer now than ever before to our return sea and are looking forward to welcoming our guests back very soon.’

The campaign launched in tandem with new itineraries available across its fleet as well as a Black Friday sale, the line’s best deal of the year.