Norwegian Cruise Lines is rolling out a new campaign for the launch of its newest and largest ship, the Norwegian Epic.
The target is consumers who are already in the mindset to travel with the goal of persuading them to consider an Epic cruise. The media buy includes consumer and travel publications and Web sites, and is running in major markets including New York and Miami.
The campaign, from GSD&M Idea City, kicked off Sept. 21 with a site takeover on the New York Post. Future site takeovers -- where blue paint covers over the copy on the screen and a banner ad featuring The Blue Man Group appears at the top -- will appear in About.com, MSNBC and AOL.com starting Sept. 28. The cruiser has a marketing relationship with The Blue Man Group, which is also featured in out-of-home ads.
All of the marketing elements focus on amenities and include online, radio, print and OOH with Miami's first 3D wall. All media will run through 2009, says AnneMarie Mathews, a spokesperson at Norwegian Cruise Line.
Magazine gatefolds and spreads in Budget Travel, Conde Nast Traveler, and Travel and Leisure began appearing Sept. 21. Online, which includes takeovers, flash banners and rich media banners (expandable units, roadblocks), breaks Sept. 28.
Radio is running in New York, LA, Miami, Tampa, West Palm Beach, Boston and Philadelphia beginning Nov. 2. Out-of-home bulletins and wallscapes in Miami and bus shelters in West Palm Beach and Tampa also break Nov. 2. Miami's first 3D wall display, which focuses on the Epic's rock wall, feature.
"NYC was chosen because it's a large market for cruise travelers," Mathews tells Marketing Daily. "Miami, Tampa, West Palm Beach and Ft. Myers were chosen because the Epic cruise originates from South Florida and sails to the Caribbean islands. OOH will be in all markets except NYC."
The inaugural launch of the Epic takes place in July 2010 in New York. The ship boasts amenities like the first ice bar at sea, two-story Nintendo Wii wall and the largest and first-ever rappelling wall at sea.
"Our goal is to appeal to a broad range of travelers with the ranges of amenities, dining choices, entertainment, nightlife and accommodations offered on Norwegian Epic," Mathews says.