Her Story
About Krystin
For me, it's really about how you build a powerful brand at that intersection of creativity, insights, and how you really connect with consumers at every touchpoint. I think a lot of times brand is perceived as just a marketing function, and we as brand marketers and as brand strategists know it's so much more. So for me, it's really being able to shape that consumer journey and finding those unique touchpoints to bring the brand to life, not only to gain awareness for the brand, but how do you develop that loyalty and that affinity to the brand. I've always had a passion for experiential marketing, building something from zero to 100 and seeing the engagement and the level of awe that you get from the consumers. At Norwegian Cruise Line, we recently launched our new brand campaign back in January, where we really tapped into who we were as a brand when we started. We tapped into the heritage of what consumers and guests knew us for that we had kind of walked away from in the past couple of years. We developed it from strategy to research to campaign work, commercial, everything from A to Z in about 5 or 6 months. We're really leaning into that freedom and flexibility that Norwegian is all about, creating authentic and differentiated storytelling in the cruise industry. Our positioning goes back to our 90s tagline of 'it's different out here,' and we wanted it to be more than just a TV commercial. We wanted to create unforgettable moments for our guests at every touchpoint.
Her Interview
Ten minutes with Krystin
01What advice would you give to young women entering your industry?
I think the biggest thing is to always set any fear or doubt that you have in your mind aside. It's a difficult industry to be in because there are so many different changes that are always happening, but if you have any inclination that this is what you're passionate about, jump into it. There's a lot to learn, but there's so many great mentors out there that will take you under your wing and be able to show you the way. Really just take that initiative, set that fear aside, and just learn as you go. It's kind of a little bit of a sink or swim, but if you persevere and you put in the hard work and you truly are dedicated, you can accomplish any of it.
02What are the biggest challenges or opportunities in your field right now?
I think the market is always changing. Consumers are so inundated with advertising and with so many different brands talking to them all at once, and we're consumed with a bunch of different media. There's a lot going on in our daily lives, so it's how do you develop something that is going to stick and that they're going to remember, and it's not just something that goes out there and people forget about. I think with AI and all of the different tech things that are coming out, it's a challenge. It's how do we continue to adapt ourselves and adapt quickly, and I think that is a huge challenge that we're always trying to learn. Anytime you catch up to the consumer, there's something new that they love, there's something more personalized that they're resonating with. The generations are shifting, and I think it's being able to understand who exactly is your demographic and what is your audience looking for, and making sure that you're not stretching yourself too thin to try to be everything to everyone, and just staying laser-focused on the objectives and who you're trying to reach.
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