Norwegian Cruise Line
Best of Both Worlds
Most cruise lines selling Europe sell the same itinerary — same iconic ports, same postcard images. NCL needed to win first-time cruisers who already knew where they wanted to go, but hadn't decided who to book with. The brief came down to a single question: why Norwegian?
The answer became the campaign. With NCL, you don't have to choose between the destination and the ship — you get the best of both. The idea lived in the split: every execution paired ship-side luxury with shore-side experience, anchored by headlines that played both at once. One layout, two stories, one decision — and a significant uptick in European bookings.
Role: Strategy, Concept, Copy
Norwegian Cruise Line
Staycation
In 2020, the cruise industry stopped. Ships docked, bookings paused, and every cruise brand faced the same risk: go dark for a year and watch loyalty erode to whoever stayed in front of the audience. NCL needed to keep cruisers engaged without selling them something they couldn't buy.
The Staycation campaign brought the cruise home. Immersive 360° tours of Great Stirrup Cay, NCL's private island. Recipes pulled from the line's master chefs. Wine pairings from onboard sommeliers. Spa tutorials, mixology lessons, itinerary-inspired playlists. The work didn't sit in the feed and disappear — it lived in cruisers' kitchens, living rooms and headphones until ships could sail again.
The campaign drove 6.5 million impressions, lifted lead rates 337% with no paid media, and won Best Travel Social Media Campaign among other industry awards.
Role: Strategy, Concept, Copy
Norwegian Cruise Line
Embrace Winter Blues
Every cruise line sells the same Caribbean winter pitch: escape the cold, escape the gray, escape the blues. NCL needed an angle that didn't just say it louder.
The campaign flipped the cliché. Winter blues are real — but so are Caribbean blues: clear skies, turquoise water, every gradient in between. Don't escape the blues. Trade up to a better version of them. The headline, “Winter Can Be a Beach”, delivered the punch and a saturated blue palette carried the idea through every execution.
Role: Concept, Copy, Art Direction
