Norwegian Cruise Line
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.
Mall Samples (consumer)
We created and gave away samples in local malls to entice consumers to book.
Faux Perfume Ad
We created a fake perfume ad, complete with a sample of our New Ship Smell.
Direct Mail (trade)
We created bottles of our perfume and sent it to the trade as a way to announce the youngest fleet on the planet, and drove them to the campaign microsite for booking information for their customers.