NORWEGIAN CRUISE LINE   |   INTEGRATED

With the launch of The Norwegian Pearl, NCL had the youngest fleet of cruise ships on the planet. This point of differentiation served as the basis for this campaign. But, rather than just mention they have the youngest fleet on the planet, with imagery of their ships, we decided to sell the smell of th newest ships. We created a custom scent that we named, New Ship Smell. And did a series of faux perfume advertising to tell the world and generate bookings by targeting both the trade and consumer audiences.