The overall business object for our Norwegian Prima campaign was simple: To launch the most in-demand ship ever in Norwegian Cruise Line history. By no means, however, was this a simple task. To achieve this goal, a herculean effort was needed by all teams across our marketing organization to cross-collaborate with each other to make this happen.
Designed to elevate every expectation, Norwegian Prima, sailing summer 2022, offers a new experience at sea unlike any other ship. To showcase our newest and most innovative ship and introduce her as the first in a new class of ships, we wanted to design a memorable experience for consumers that would truly make waves through multiple touchpoints.
Be The First, is not just Norwegian Prima’s tagline but a fully integrated, 360-degree campaign that was created to generate awareness and drive bookings – all highlighted by an interactive direct mail piece, an aspirational :60-second video and a highly engaging microsite. In addition to stunning imagery and engaging, aspirational copy, an augmented reality component was also designed as part of this direct mail piece – a first-ever for Norwegian Cruise Line. Consumers could bring the ship to life in their own homes by simply using their mobile phones. Opening their cameras on specific direct mail panels opened a brand new and innovative ship to explore – in a completely refreshing virtual way.
Consumers could also get excited about our newest ship in a visually stunning way via a :60-second video which brings to life the elevated experiences on board Norwegian Prima. Music, graphics and editorial all played key parts in highlighting the key differentiators of her beautiful style, wide-open spaces and first-class service of this first-in-class ship. For an even closer look at all the experiences on board Norwegian Prima, we also created a user-friendly microsite for guests to enjoy. From the first-ever three level race track at sea and the expansive Ocean Boulevard where guests can dine, sip and stroll beside the sea to infinity pools and Broadway entertainment, guests could Be The First to learn more about all of the exciting experiences on board and the beautiful destinations she will be cruising to.
So how did we launch the most in-demand ship ever in Norwegian Cruise Line’s history? Team effort. It was a cross-collaboration within our marketing organization like never before, which ultimately drove website visits, leads and bookings. Here were some of the highlights:
Norwegian Prima Microsite
Norwegian Prima Direct Mail
Norwegian Prima :60-Second Video
Launched on the following channels
