Norwegian Cruise Line Holdings – Australia and New Zealand PR Program 2018

  • AGENCIES:
  • Anne Wild & Associates
  • 01. ENQUIRY

    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:

    • Continue to positively and proactively promote NCLH’s reputation for innovation.
    • Drive bookings from Australian and New Zealand travellers to each brand’s leading destinations.
    • Increase market share in Australia and New Zealand.
    • Raise consumer media coverage and strengthen profiling in trade media for each brand in these regions.

    02. IDEATION

    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.

    03. EXECUTION

    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:

    • Consumer and trade media relations and reputation management
    • Trade and consumer media familiarisation trips
    • Onshore and on-board media events
    • Award submissions and executive thought-leadership profiling
    • High-impact media and consumer event partnerships

    04. RESULTS

    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:

    • Reach among key target audiences increased by 52% from the previous year.
    • The number of clips generated grew by 28% from the previous year.
    • The value of clips generated rose by 65% from the previous year.