Christian Boell, managing director Europe Middle East Africa said increasing recognition of the brand was one of the line’s key objectives.
“Building up even more brand awareness is one of our four key aims. We know we’re not so well known by consumers, though we are well-known by the trade,” he said.
“It is a strategic move to increase our focus on consumer awareness, and we’re looking to do more adverts and push PR issues more.”
Harry Sommer, executive vice president international business development, stressed however that it would not be expense of trade advertising.
“We’re going to continue with all of our trade activity,” he added.
NCL to boost consumer advertising
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