Heineken Global Duty Free and Norwegian Cruise Line have put together a creative brand engagement initiative with the crew from the new Norwegian Getaway ahead of the ship’s transit to New York.

On January 5 2013, about 1,300 crew members from the Norwegian Getaway enjoyed a unique onboard private party, courtesy of Heineken, featuring two of Europe's top DJs; Steve Johnsen and Sietze Rademaker aka The Disco Accidents, famous in clubbing circles for their vibrant and high energy sets.

According to Heineken, the new Getaway is a prime setting for the brand to further develop its interaction with passengers.

“As such Heineken took the decision to step up their interaction with onboard bar tenders and hospitality personnel with the strategic intention of creating brand ambassadors and developing advocacy.”

Carlos Candeias Global Account Manager Heineken Duty Free explained: "We're passionate that Norwegian guests enjoy the best possible interaction with the Heineken brand and our larger portfolio. Together with Norwegian and Red Bull, we decided to throw a party for the crew which let them enjoy them the ultimate Heineken experience, bringing them closer to the brand through an unforgettable party and engaging them with our latest bottle technology - the STR UV glow in the dark bottle - perfectly suited to a party atmosphere, whether it's in early January in North Europe or on a Caribbean cruise. For us, the crew are essential front-line partners in ensuring our shared customer has the best possible drinking experience and that the essential rituals of the Heineken® brand are perfectly presented every time.".