Campaign Launching the Norwegian Getaway to a different level
Launching a ship into national consciousness takes more than stunning imagery, press contacts and the ability to spin a story. It’s a complex industry with an ageing demographic and with vital stakeholders at every stage of the buying process. Flagship was tasked with inspiring the new-to-cruise market to set sail with Norwegian Getaway without alienating core customers in this, our sixth consecutive ship launch.
We dug deep into the cruise market, and found the industry was only paying lip service to travel agents – especially in the less fashionable parts of the UK. We rolled out the red carpet to 30 UK travel agents, and unlocked the door to a major new market. We drove customers through the door with a high profile media blitz in targeted consumer and trade titles.
There was double digit growth on bookings across the Norwegian fleet, and sales conversion rates jumped to over 50% with first time cruisers. 30 travel agents were inspired, introducing over 2,000 new cruisers to Norwegian Getaway. We succeeded in a media takeover, with 130 media hits, over 20 hours of free broadcast media and 48 highly persuasive articles in consumer titles.