AWA was tasked with planning and executing an annual PR strategy to enhance bookings and increase awareness of NCLH’s brands in Australia and New Zealand, while also reinforcing each brand’s core communication pillars.
The objectives of the annual programme were to:
The ideation of the project centred on leveraging AWA’s expertise to elevate NCLH’s brands in Australia and New Zealand through a strategic PR campaign. By focusing on innovative promotion, targeted media engagement, and high-impact events, the project aimed to boost bookings, enhance brand reputation, and drive significant market share growth.
AWA developed and implemented a multi-tiered strategy targeting both consumers and trade media, with all activities focused on driving awareness, leads, inquiries, and bookings. The strategy was pre-planned on a quarterly basis to reinforce individual brand pillars and support broader marketing initiatives. Content for proactive media relations was crafted to maximise exposure and reach across multiple platforms.
The 2018 PR programme focused on several core strategies:
In 2018, significant coverage was achieved, exceeding all KPIs compared to the previous year and continuing an upward trend since AWA began the programme in 2015:
