Norwegian Scraps NCL in New Branding

Cruise Line Now Marketing ‘Like a Norwegian’ . . .
Norwegian Cruise Line announced a new brand and marketing platform that changes the line’s nickname from the familiar “NCL” to “Norwegian.” The accompanying national advertising campaign, “Cruise Like a Norwegian,” will air on TV (the first time the line has run TV ads since 2008) and in select print publications.

. . . Asks Travel Agents to Help With Rebranding
Norwegian Cruise Line is asking travel agents to refer to the company as Norwegian when speaking with clients. To help its travel agent partners get on the “Norwegian” bandwagon, the line is rolling out a new course at NCL University, giving agents tips on “How to Market Norwegian” and providing new marketing materials.

Royal Caribbean Pulls Ship from Europe
Royal Caribbean International is pulling the Independence of the Seas out of Europe and returning the ship to Fort Lauderdale for the 2012-13 winter season. The ship will depart on its eastbound transatlantic sailing from Southampton on Nov. 22, 2012, and will homeport at Port Everglades from Dec. 2012 through March 2013. While based there, it will sail alternating eight-night Eastern Caribbean and six-night Western Caribbean itineraries. It will then return to Europe in April 2013.

Oceania Replaces President
Oceania Cruises announced the sudden departure of its president Bruce J. Himelstein. The line is replacing him with Kunal S. Kamlani, who also serves as president and COO of Prestige Cruise Holdings (the parent company of Oceania). Kamlani will assume the responsibilities for the sales, marketing and brand management of Oceania.
 
Queen Mary 2 to Undergo Refit
From Nov. 27 to Dec.7, Cunard’s Queen Mary 2 will undergo an extensive refurbishment that includes a complete redesign of the Golden Lion Pub. Additionally, all staterooms will receive new carpeting, curtains and bedding. Soft good upgrades will also be made to the Canyon Ranch SpaClub, the Queens Grill and Princess Grill restaurants, the Commodore Club, Veuve Clicquot Champagne Bar, Sir Samuel’s, and the Play Zone.  

Windstar Appoints New VP of Sales
Windstar Cruises has appointed travel industry veteran Dan Chappelle vice president of sales. He is responsible for overseeing all aspects of the cruise line’s outside sales efforts, including expanding the company’s presence in the travel agency community. Chappelle joins Windstar from Expedia CruiseShipCenters, where he most recently served as vice president of U.S. sales and operations. He also has served at Cruise Holidays and co-founded the Cruise Shoppe of Austin.

Norwegian Plans NY-Bermuda Sailings for its new Breakaway
In other Norwegian news, the line announced its new Norwegian Breakaway will sail year-round from New York City beginning in May 2013, replacing the Norwegian Star. It will initially sail a Bermuda cruise itinerary.

Niche Cruise Group Changes Name
The Niche Cruise Marketing Alliance has changed its name to the Specialty Cruise Collection. The consortium of small-ship and niche cruise lines provides offline and online educational programs to travel agents about alternatives to big-ship cruising. Member lines are Star Clippers, Hurtigruten, American Cruise Lines, Louis Cruises, Alaskan Dream Cruises, Galapagos Explorer II, Imperial River Cruises, Fred Olsen Cruise Lines and Cruceros Australis.