Thursday, July 2, 2015

No more Nickelodeon on NCL

Nichelodeon and Norwegian Cruise Line agreed to end their marketing agreement and phase out the various Nick experiences and characters on all their ships. Both companies said the parting was mutual.

NCL can probably find another family-focused partner, but do they really need one? Kids might love Sponge Bob or Dora, but how many families are booking a cruise because of the Nick experience? NCL can still provide great kid and family-friendly activities without official branded characters. If someone is picking a cruise strickly based on character interactions, they are going to book a Disney Cruise. NCL's pitch to families should be that they are not Disney. They can offer a experience that is different from Disney (casinos, family-friendly but not overrun with kids, etc.). And in most cases they can offer a more affordable cruise.

If NCL does sign a partnership with a new children's entertainment company, it will be a nice marketing tool. But ultimately no kid deal is going to be a game changer for the company.

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