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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Staycation Social Campaign

Finalist in Travel & Tourism

Entered in Branded Content

Objective

To virtually bring Norwegian’s on board and onshore experience into consumers’ homes through meaningful social content that kept inspiration alive on shore.

Strategy

The travel industry, especially the cruising industry, was hit hard during the 2020 pandemic that shut down the entire world. Cruising came to a complete halt leaving guests stuck at home daydreaming about their next vacation, eager to explore the world again.

Through social listening we understood how much our guests missed cruising with us. In order to stay connected in a meaningful way, we developed Norwegian’s Staycation to virtually transport consumers to dreamy destinations all over the world, including a 360º immersive experience of Norwegian’s exclusive private island, Great Stirrup Cay. We brought what guests loved and missed most about our onboard experience and invited them to recreate those things from the comfort of their homes. We featured onboard recipes from our master chefs and mixologists, show-stopping performances, wine tasting and pairing suggestions by expert sommeliers and spa treatments and curated vacation playlists based on destination. During this unprecedented time, we were able to keep inspiration alive onshore through interactive social content that provided hope and optimism. And, for the first time ever, made possible via collaboration with various departments, our team executed our first-ever virtual video/photo shoots.

 

Results

Without any paid media behind this campaign, we reached 6.5 million impressions and over-indexed our post average by 41%. In addition, this initiative generated an increased lead rate of over 337%.

We STAYED Relevant, STAYED Connected, STAYED Safe and STAYCATIONED together, keeping the dream alive.

Media

Video for Staycation Social Campaign

Produced by

Norwegian Cruise Line

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

winners will be announced in may. follow us to be notified!