NORWEGIAN CRUISE LINE

ESCAPE TO THE GREAT LIFE

INTEGRATED CAMPAIGN

Norwegian Cruise Line Escape To The Great Life Case Study

In the first month alone, the Escape to the Great Life campaign generated over one billion impressions, 1.8 million organic views the first day, and a 7000% increase in web traffic that temporarily disabled Norwegian Cruise Line’s booking site and officially put Great Stirrup Cay on the map.

Challenge: Breaking Through In A Sea Of Sameness

It started with a true need to disrupt. The cruise industry is a highly competitive, copycat category. And for the launch of their reimagined private island, Great Stirrup Cay, Norwegian Cruise Line needed to break through the noise and stand apart from competitors already offering island experiences. We couldn't just lean on our amenities to stand out, so we took an audience-first approach, framing the island as the ultimate answer to the escapes people crave in their daily lives.

Invite The World To Escape To The Great Life

Our idea was simple: invite the world to Escape to the Great Life. Built around the universal desire to break free from the everyday, the campaign positioned Great Stirrup Cay as more than just a destination—it became a symbol of freedom, adventure, and fun.

Execution

It came to life as a fully integrated campaign that touched every channel. National TV and streaming spots dramatized ordinary life moments as opportunities to escape. Outdoor placements in New York and Miami reimagined the feeling of the “Great Life” with vibrant island experiences to spark intrigue and build desire. Social content, digital activations, and a national sweepstakes extended the idea across feeds and screens. And in a bold real-world move, hundreds of branded “Escape Hatch” doors appeared across both cities, with one in SoHo opening to a fully immersive island takeover, complete with 200 feet of LED walls, real sand, and a tiki bar, giving people a taste of the Great Life. In less than 8 weeks, we introduced the world to the Great Life in a way that broke category norms, reminding everyone that they could use an escape.