â€œNorwegian Epic will offer world-class entertainment with the Blue Man Group and Cirque Dreamsâ„¢ & Dinner; new accommodations with the largest luxury complex at sea; a unique collection of dining options; incredible nightlife with the first ever true Ice Bar at sea; and a multi-slide Aqua Park with the biggest bowl slide on water.Â Now thatâ€™s Epic,â€ said Kevin Sheehan, Norwegianâ€™s chief executive officer.Â â€œThis multi-faceted campaign promotes the exciting and surprising elements on board Norwegian Epic, along with the benefits of our signature Freestyle Cruising.Â Simply put, Norwegian Epic will deliver a unique experience filled with the freedom and flexibility that a cruise vacation should offer.â€
The â€œThatâ€™s Epicâ€ campaign speaks to the vacationer who wants a truly unique experience at sea which can only be found on Norwegian Epic.Â Advertising lines include: â€œA world class resort that likes to travel,â€ â€œBlurring the line between journey and destination,â€ â€œ7 days that will make your whole year,â€ â€œ200 feet of OMGâ€ to describe the shipâ€™s Epic Plunge waterslide; and â€œA butler and a concierge might sound excessive.Â Thatâ€™s the point,â€ promoting the experience of the shipâ€™s Villas Complex.
The national print campaign features four-page gatefolds and spread advertisements in 10 major consumer travel magazines with messages promoting Epicâ€™s on-board entertainment highlighting Blue Man Group; the 20 restaurants and 20 lounges with one of the major features being the Ice Bar; the luxurious Villas Complex; and several destination, and cruise vacation focused pieces.
Norwegian has also created an array of digital extensions that provide consumers with tools and information to experience Norwegian Epic virtually.Â Rich media banner advertisements will put potential vacationers inside the shipâ€™s Spiegel Tent as one of the Cirque Dreams performers tumbles from the top of their computer screen; websites will literally freeze over promoting the shipâ€™s Ice Bar; and the Blue Man Group will perform on screen.Â In addition, banner advertisements will be combined with video, showcasing all that Norwegian Epic has to offer.
In addition, a full public relations campaign will bring the advertising to life and combine traditional and social media efforts.Â Norwegian Epic will also be promoted through a series of events over the next year with the first event being the New York Food and Wine Festival taking place October 8-11, 2009 with Norwegian sponsoring the Welcome Center, featuring Norwegian Epic.