Campaign Imminent: Norwegian Cruises taps media AOR to lead brand transformation (Score 32)

Norwegian Cruises (NC) named Digitas Atlanta as its global media AOR to handle both traditional and digital media buying. The agency will bring media services from programmatic and strategy to search, video, paid social and data and analysis. This hire replaces incumbent agency partners OMD, which picked up traditional buying in the US in 2019, and 360i, which had handled digital media in the US.

Right now, NC has its sights set on enhancing and transforming its global media and advertising footprint, so I expect new work will launch relatively soon, ahead of the hotter summer months when people tend to go on cruises.

According to iSpot, the company spent approximately $4.5m on national TV commercials in 2021, only around a third of the approximately $12.3m it spent in 2020. NC's 2021 commercials targeted millennials and Gen-X watching shows such as The Kelly Clarkson Show, Diners, Drive-Ins and Dives, The Big Bang Theory, The First 48 and Law & Order: Special Victims Unit.

In 2021, Pathmatics reports NC allocated roughly $8.1m toward digital ads, down 36% from the roughly $12.7m it allocated in 2020. The company ended up earning ~856m digital impressions last year via Facebook (46%), Instagram (25%), desktop display (20%), mobile display (5%) and desktop video (4%) ads.

It makes sense that spend has dropped considering the pandemic's effect on cruise lines. Hopefully, spend will pick back up with upcoming new work. Per Kantar data, NC also invests in print, radio and local broadcast. It also utilizes search marketing. The company holds planning conversations in Q2 and buying conversations in  Q1. As I briefly mentioned, NC will likely release new work within the coming months, so sellers able to offer relevant ad space should get in touch.

Agency & martech readers - Additional agency reviews could easily follow this one eventually; keep NC on your radar for potential PR and/or creative work down the road. BBDO ATL is currently the company's creative and digital AOR.