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

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PR & Events
Anne Wild & Associates
CLIENT Norwegian Cruise Line Holdings; including the following three brands: • Norwegian Cruise
Australia, New Zealand


AWA was briefed to plan and execute an annual PR strategy to further increase bookings and awareness of NCLH’s brands in Australia and New Zealand, while also reinforcing each of the brand’s core communications pillars.

The objectives of the annual programme were to:

– Continue to positively and proactively promote NCLH’s reputation for innovation

– Drive bookings from AU/NZ travellers to each brand’s leading destinations

– Further drive market share in AU and NZ
Continue to raise levels of consumer media coverage, while also recognising importance of strong profiling in trade media for each brand in AU/NZ.


AWA prepared and executed a multi-tiered strategy targeting consumers, trade ad media – with all activity focused on driving awareness, leads, enquiries and bookings.

Activity was pre-planned on a quarterly basis and designed to reinforce individual brand pillars as well as amplify broader marketing initiatives.

Content for proactive development as part of the media relations program was crafted to maximise exposure and reach across multiple platforms.

The 2018 PR program was structured to focus on a select number of core program strategies:

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


In 2018, significant coverage was generated – exceeding all KPIs on the year prior, and continuing on an upward trend year-on-year since AWA commenced the program in 2015:

  • Reach among key target audiences grew by 52% on previous year
  • Number of clips generated grew by 28% on previous year
  • Value of clips generated grew by 65% on previous year