Norwegian Cruise Line Unveils “Rebel Fish Creative Group”. First-Ever In-House Agency to Lead Company’s Strategic Creative Marketing Efforts
Norwegian Cruise Line (NCL) is proud to announce the debut of “Rebel Fish Creative Group,” the Brand’s first-ever in-house strategic creative agency, assuming all creative work from conceptualization to execution.
Rebel Fish is made up of a global team of 50 passionate and talented creatives, writers, editors, producers, project managers and account representatives, who are supporting the growing creative needs of the Company and further strengthening the Brand’s presence in the highly competitive travel industry space.
The group leads an array of initiatives from large-scale brand campaigns to innovative direct mail communications, billboard ads, TV commercials, social content creation, as well as supports the development of new onboard venue concepts.
Serving a portfolio of internal clients as diverse as the team, Rebel Fish Creative Group leverages the team’s global perspectives to deliver integrated campaigns and creative solutions for groups across the organization, including consumer marketing, hotel operations, newbuild development and NCL programs such as Casinos at Sea, Partners First and Latitudes Rewards, the company’s loyalty program.
“I am excited to celebrate the launch of Rebel Fish Creative Group and showcase how much we value the exceptional work this team is doing to position NCL as the vacation of choice,” said David Herrera, Chief Consumer Sales and Marketing Officer of Norwegian Cruise Line. “From producing some of the company’s most meaningful and strategic campaigns during one of the toughest times in our history, to supporting the record-breaking launch of Norwegian Prima, this team continues to step up and play an important role in the company’s comeback story and continued growth.”
In 2022, the team more than tripled its production of work since 2019, showcasing the power of bringing this function in-house and leaning on internal talent, who is closer to and more passionate about the Brand.
Rebel Fish Creative Group is led by Becky Winters, Senior Director of the Creative Group, who holds over thirty years of experience, of which 15 have been with the cruise line.
“The launch of Rebel Fish Creative Group recognizes the success the team has received for their creative and strategic thinking over the years,” said Winters.
“An in-house agency benefits from the complete immersion and understanding of the needs of the organization, optimizes operations to enhance internal support, and provides the ability to be nimble and quick to market. I started with NCL over 15 years ago as a Senior Designer and am honored to now launch and lead the Company’s first-ever in-house agency.”
The Company’s talented creative team and leadership core who oversee their respective areas include: Luije Padron, global creative; Ian Mavorah, creative copy; Cristina Serarols, creative strategy; Marja Valdes, content production; and Marie Philemon, creative operations, have a long track record of developing hallmark brand campaigns that ignite a sense of travel and showcase the essence of NCL with consumers.
Recent examples include the 2020 “Break Free” campaign, the brand’s first global, and longest running advertising campaign, which was set to the uplifting lyrics of “I Want to Break Free,” by Rock and Roll Hall of Fame group, Queen, and designed to reassure and inspire travelers to continue to dream of their next cruise vacation. It not only surpassed previous NCL ad campaign records in likability but exceeded the industry benchmark.
The “Great Cruise Comeback,” a multi-layered initiative, supported the herculean company-wide effort to relaunch NCL’s 18-ship fleet following an unprecedented 500-day pause. In 2021, the team was the creative powerhouse behind the successful campaign which contributed to the record-breaking sales of Norwegian Prima, the first ship of the debuting Prima Class, the Company’s first new class in nearly a decade.