Hawaii summer ad campaign to be NCL's largest
NCL Corp. will launch its largest destination campaign to date this summer, when it encourages honeymooners, golfers and travelers in general to head for Hawaii.
Andy Stuart, NCL's executive vice president of marketing and sales, said that a new print ad campaign would launch in mid-June. The campaign will be about cruising in Hawaii but also about golfing there and the romance of the islands.
"The campaign is designed to let people know that there's a great way to see all of Hawaii on one vacation and unpack just once," said Stuart. "And then it's talking about Hawaii and different reasons to go there."
NCL's current TV ads will also be tagged with a message about sailing in Hawaii, and there will be an outdoor Hawaii ad campaign, mostly on the West Coast but also in New York and Chicago.
Stuart said that the campaign would specifically focus on golf and romance. The ads use lines like, "Mommy, where do babies come from? From Hawaii, Dear" and "How's your short game? Your long game? Your 'round-the-volcano game?"
He said the Hawaii Business and Convention Bureau was also trying to get Hawaii back to "its No. 1 position" when it comes to romance. -- J.J.
Robert Kritzman, NCL Corp.'s executive
vice president and managing director of its Hawaii operations, will
leave the company after 17 years, the company announced on May 24.
Hawaiian local Alan Yamamoto vice president for Hawaii
joined NCL the week of May 21, was formerly director of community
and government relations with Hawaiian Electric Industries, the
state's main power supply company.
stay on through the "transition period," NCL said. No official date
has been set for his departure.
nor Yamamoto returned requests for an interview.
departure, which NCL said was for personal reasons, is the second
major change to NCL's American-flagged Hawaii program in the last
few months. In April, the company said the newest of its three
US-flagged ships, the Pride of Hawaii, would be reflagged and sent
to Europe in 2008.
launch NCL's tumultuous Hawaii program in 2004, which immediately
was lambasted by guests for poor service from its American crew, a
situation that was aggravated by the high staff turnover that also
cost NCL more than it had anticipated.
As of January,
Yamamoto was listed with the Hawaii State Ethics Commission as a
lobbyist for Hawaiian Electric Industries.
As a Hawaiian,
his hiring speaks to NCL's direction with its program there. The
company is involved with several programs involving Hawaiian
communities, including a partnership with Maui's public schools to
teach students about careers on NCL ships.
them to consider someone from Hawaii to take the company to the
next level," said Jennifer Sabas, chief of staff in Sen. Daniel
Inouye's Honolulu office.
"The next chapter
is to work with the local communities and neighboring islands to
really embed this cruise line as Hawaii's cruise line."
Sabas said her
office made the suggestion to hire a Hawaiian once it learned of
Kritzman's departure. Inouye had sponsored the legislation that
enabled NCL to cruise in Hawaii.
Sabas said that a
Hawaiian could help NCL attract and retain Hawaiian
Kritzman for doing an excellent job, especially given his "enormous
That task has
been well documented by NCL's earnings reports, in which it has
blamed its Hawaii operations for several straight quarters of large
NCL lost $130.9
million on revenue of $2 billion in 2006, compared with a 2005
profit of $16.2 million on revenue of $1.6 billion. The company
attributed the drop to pricing pressure in Hawaii due mostly to
increased foreign-flagged competition and its own capacity
During its last
earnings call, the cruise line blamed low fares in Hawaii for its
$60.8 million first-quarter deficit.
challenges, NCL CEO Colin Veitch said during the last earnings
call, when it blamed low fares in Hawaii for its $60.8 million
first quarter deficit, "We remain committed to the Hawaiian
Members of the
travel community were not surprised by Kritzman's
"The division has
not done a good job, and there has to be a scapegoat," said Bob
Ensten, owner of American Made Travel Adventures in Windsor,
"Somebody had to
be replaced. Whether it will make a change, I doubt it. Changing
one person isn't going to turn it around overnight. I think they
should change their whole philosophy of doing business and not have
U.S.-flagged ships in that market."
Ensten said that
his clients had not had good experiences on NCL America ships, and
that he has been making sure they understand that the other NCL
ships are far better.
NCL said Kritzman
planned to return to Florida with his family, where he lived when
he was senior vice president and general counsel for NCL, a
position in which he oversaw the company's human resources
department, legal department, risk management department and its
corporate affairs program.
To contact reporter Johanna Jainchill, send e-mail to [email protected].