Norwegian Cruise Line brought “Escape to the Great Life” to life with a bold 360 campaign blending OOH, digital, and experiential activations.
A Season of Brand Escapism
Summer 2025 was unusually packed with brand activations, product launches, and full 360 campaigns. While many leaned on nostalgia, others tapped into escapism.
Norwegian Cruise Line (NCL) chose the latter, partnering with Super Nice to promote its private island, Great Stirrup Cay, through a campaign designed to deliver fantasy fulfillment.
Creative Concept by Super Nice
The indie agency Super Nice conceived, created, and executed the campaign in just eight weeks, showing how agility and boldness can reshape brand storytelling.
Their vision mixed humor, immersive activations, and multi-channel outreach, proving that creative bravery paired with client trust yields big results.
OOH and Social Synergy
The campaign included 250 wild postings, broadcast and digital spots, and a standout Instagram takeover moment featuring a hatch door animation that stopped feeds mid-scroll.
By blending traditional OOH with immersive social content, NCL expanded its reach from city streets to digital timelines.
Immersive Escape Hatches in NYC and Miami
Seven custom “Escape Hatches” appeared across New York and three in Miami, offering fans the chance to win real trips to Great Stirrup Cay.
In SoHo, the hatch opened into a full pop-up: 200 feet of LED walls, palm trees, piña coladas, merch, and live steelpan bands—an authentic taste of island life.
Record-Breaking Engagement and Buzz
On launch day, NCL’s website traffic broke records, while thousands visited the pop-up, entered sweepstakes, and fueled #EscapeToTheGreatLife across social media.
With over 4.8 million YouTube views in weeks, the campaign proved that culturally relevant creativity drives both performance and engagement.
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