• by Danielle Oster , Yesterday

As the summer begins to enter the home stretch, Norwegian Cruise Line launched an appeal for audiences to “Escape To The Great Life” with a cruise that includes a stop at its private island in the Bahamas.

The campaign promotes the global cruise line’s Great Stirrup Cay, ahead of the opening of its six-acre Great Tides Waterpark on the island next summer. Norwegian Cruise Line is also debuting other new island amenities later this year, including the opening of a new multiship pier  and an island-wide tram service.

The campaign’s “Escape To The Great Life” campaign has an emphasis on getting away as an “escape hatch.” That concept make an appearance across media platforms, including national TV and streaming ads, immersive social media ads, and over 250 real-life OOH “Escape Hatch” activations, some of which provide a chance to win free cruises. At the center are three video ads: “Great Meeting,” “Great Dinner” and  “Great Ticket.”

From July 29-31, the campaign brought a series of escape hatches to New York City, through an OOH and experimental campaign. An escape hatch at 104 Grand Street opened to an activation designed to give passers-by a taste of the Great Stirrup Cay experience. Seven more escape hatches scattered throughout popular areas of Manhattan offered the chance to win one of the 250 cruises up for grabs via the campaign’s national sweepstakes. Throughout the month of August, three further “escape hatches” will be hidden throughout Norwegian Cruise Line’s home city of Miami.

The campaign’s national sweepstakes runs through the end of August, offering a chance to win a four-day cruise for two in August 2026.