Carnival Cruise Line Marketing Strategy

When thinking about cruise lines the number one thought is Carnival cruise line however Norwegian cruise line is quickly coming up from one of the top spots to rival carnival with their brand publicity. Norwegian is a global company with twenty five different ships that stop at more than four hundred fifty destinations all over the world to offer their customers multiple options as they continue to grow this number. They are credited with the revolution of having flexible cruises that do not require customers to stick to a schedule. They allow them to create their own individual experience which has gained them the attention of individuals who previously would not have taken a cruise. When taking a further look into the marketing, human resources, …show more content…
One of the ways they have done this is through standard marketing. In 2006 they increased their ad campaign spending for the freestyle cruising campaign, the first ad campaign in ten years, to the tune of one hundred million dollars. Until this time their average media budget was thirty two million dollars compared to their competitors royal caribbean at one hundred twenty three million dollars and carnivals two hundred twenty nine million dollars. Increasing the budget to this amount allows them to reach more of their customers and with the new freestyle cruising campaign it allows them to become appealing to more of their target market. Another way they are marketing is through their press releases. While not many see this as a type of marketing it is, it is imperative to keep a company in the now with press releases on any issue that comes up within the company as well as issues that may come from the outside of the company. So far this year Norwegian has made five different press releases about the happenings of their company. They have covered things from a new ship being built to new terminals. These releases bring attention to the company and cause excitement for the customers by showing them that the company is constantly looking out for them by keeping things new and fresh. One of the recent press releases that Norwegian has made that was about and issue …show more content…
They have made great strides in their marketing campaigns and press releases. Their employee benefits allow a wide range of options for their employees to choose from. Their product design has been customized to the guests and the experience they will have. Finally their environment devotion puts them in a field of their own with how much they care about their impact on the environment. All of these aspects are just part of what Norwegian has been doing to push their company into the future and there are no limits to what they will do in the