Norwegian Cruise Line Launches Creative, Media Review

by Jamel D. Nelson , AdForum

Norwegian Cruise Line has launched a review of its creative and media accounts, Adweek reports. Incumbent The Martin Agency, who have handled the account since 2011, declined to participate in the review, which spans traditional and digital media. The brand spent around $33 million on measured media last year, according to Kantar Media, a drop in spending of $12 million from 2013’s total.

The news follows competing cruise line Royal Caribbean’s review announcement in February. It also follows Andy Stuart being named president and chief operating officer last month, following Drew Madsen‘s resignation.

According to Adweek’s sources, Norwegian Cruise Line’s request for proposals is due back this week. The review, which is being conducted without a consultant, is expected to conclude by the end of May. A representative of the cruise line said in a statement, “While The Martin Agency has chosen not to participate in the review process, Norwegian thanks the company for their many contributions and looks ahead to beginning the search for a new agency partner.”

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