After a 16-month hiatus as a result of the pandemic, Norwegian Cruise Line needed to address several challenges. They needed to increase brand reach on all social platforms, while overcoming misconceptions around the cruising experience. Ultimately, the goal was to inspire travelers to cruise again as Norwegian returned to service. Understanding that social media would be our best opportunity to inspire and influence travelers, we developed an always-on social strategy and executed unique content on each platform to address consumer needs head on. Following a two-month strategy, content capture, and social asset development, we became Norwegian’s first social agency of record.
By demonstrating the various aspects of cruising including lush accommodations, a wide variety of high quality food, engaging on board activities, and first class safety precautions, we positioned NCL as the cruise line best prepared to deliver a one-of-a-kind experience while keeping travelers safe and secure. This encouraged social media audiences to #CruiseNorwegian.
As part of Norwegian’s Return to Service activity, we launched the brand on TikTok with content that features the quality of the Norwegian cruise experience, highlights cruise culture, and is executed with the trendy, fast paced style that is native to the platform.
Once we successfully launched the content and creator programs, we proactively shared a concept that celebrated its dedicated crew members. #CrewsNorwegian is an ongoing series of 1-on-1 interviews that initially asked crew members to share what the return to service after the hiatus meant to them, and has since expanded to sharing stories of life aboard Norwegian ship.
To provide Norwegian’s audience with unique perspectives on the cruise experience, we partnered first with independent content creators in the travel space. We then expanded to food, lifestyle, and photography focus areas to expand our reach and appeal to a broader interest base. The content creator program has driven such a strong ROI that it has become a part of Norwegian’s long-term social strategy.
