Norwegian Cruise Line has kicked off its Norwegian Epic advertising campaign, entitled “That’s Epic,” focusing on the new ship’s multitude of innovations with some never before seen at sea. The campaign supports Norwegian’s largest and most impressive ship to date, set to cruise to the Eastern and Western Caribbean from Miami next summer, and includes national print and rich media online banner advertisements; full website take-overs; and online Epic video advertising. The “That’s Epic” campaign debuted Monday, September 21 with a full take-over of the New York Post website followed by a full range of rich media advertisements launching on popular cruise and travel websites on Monday, September 28. Print advertisements in national consumer travel magazines hit newsstands in the October issues.
“Norwegian Epic will offer world-class entertainment with the Blue Man Group and Cirque Dreams™ & Dinner; new accommodations with the largest luxury complex at sea; a unique collection of dining options; incredible nightlife with the first ever true Ice Bar at sea; and a multi-slide Aqua Park with the biggest bowl slide on water. Now that’s Epic,” said Kevin Sheehan, Norwegian’s chief executive officer. “This multi-faceted campaign promotes the exciting and surprising elements on board Norwegian Epic, along with the benefits of our signature Freestyle Cruising. Simply put, Norwegian Epic will deliver a unique experience filled with the freedom and flexibility that a cruise vacation should offer.”
The “That’s Epic” campaign speaks to the vacationer who wants a truly unique experience at sea which can only be found on Norwegian Epic. Advertising lines include: “A world class resort that likes to travel,” “Blurring the line between journey and destination,” “7 days that will make your whole year,” “200 feet of OMG” to describe the ship’s Epic Plunge waterslide; and “A butler and a concierge might sound excessive. That’s the point,” promoting the experience of the ship’s Villas Complex.
The national print campaign features four-page gatefolds and spread advertisements in 10 major consumer travel magazines with messages promoting Epic’s on-board entertainment highlighting Blue Man Group; the 20 restaurants and 20 lounges with one of the major features being the Ice Bar; the luxurious Villas Complex; and several destination, and cruise vacation focused pieces.
Norwegian has also created an array of digital extensions that provide consumers with tools and information to experience Norwegian Epic virtually. Rich media banner advertisements will put potential vacationers inside the ship’s Spiegel Tent as one of the Cirque Dreams performers tumbles from the top of their computer screen; websites will literally freeze over promoting the ship’s Ice Bar; and the Blue Man Group will perform on screen. In addition, banner advertisements will be combined with video, showcasing all that Norwegian Epic has to offer.
In addition, a full public relations campaign will bring the advertising to life and combine traditional and social media efforts. Norwegian Epic will also be promoted through a series of events over the next year with the first event being the New York Food and Wine Festival taking place October 8-11, 2009 with Norwegian sponsoring the Welcome Center, featuring Norwegian Epic.