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Sync Watch December 1, 2020

Sync Watch: Queen’s ‘I Want To Break Free’ trotted out to promote return of cruises

Senior Journalist, B2B
Sync Watch: Queen’s ‘I Want To Break Free’ trotted out to promote return of cruises

Norwegian Cruise Line is returning to the seas after a tumultuous year for the travel sector.

To let audiences across the globe, including in Australia, know that it’s back in business, the cruising company has rolled out its ‘Break Free’ campaign, backed by Queen’s 1980s hit ‘I Want To Break Free’.

CEO Harry Sommer said the company had been using the COVID-19-induced pause to prepare for its comeback, and the in-house creative team “truly delivered”.

“Feeling the weight of 2020, our internal team developed a campaign that portrays the all too familiar imagery and rhetoric of 2020 before calling to the traveler in each of us and our collective desire to feel free again. With this new campaign, we hope to reignite travellers’ optimism for the future,” he added.

Chief marketing officer Isis Ruiz said the international brand thinks globally and acts locally, but things were a bit different this time around.

“This time, however, everyone is sharing the same desire to ‘Break Free’ and to rediscover their passion for traveling and experiencing the world, so for the first time, we have introduced a truly global campaign. We are closer now than ever before to our return sea and are looking forward to welcoming our guests back very soon,” Ruiz said.

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