On Friday, December 14, NCL’s new “It” Girl Norwegian Gem gets maximum exposure with a first-ever, full-site takeover of the New York Post’s Web site: www.nypost.com. This Friday, the site will take on a lava lamp-like glow as every section features Norwegian Gem’s black, gold and hot pink branding.
The splashy marketing move heralds Norwegian Gem’s arrival in New York on Tuesday, Dec. 18 at the newly refurbished Manhattan Cruise Terminal. The hippest ship to hit the high seas, Norwegian Gem will be homeported in New York for the winter, sailing to the Bahamas, Florida and the Caribbean.
On an average Friday, nypost.com receives seven million impressions from visitors drawn to breaking news, arresting photography and its salacious gossip section, the celebrity-laden Page SixSM.
GSD&M’s Idea City, the Austin, Texas-based advertising agency of record for NCL, arranged this first-ever site takeover because Post readers are among NCL’s target audience and the majority reside in the New York area where the “It” Girl will homeport. NCL targets curious, confident and socially active “Freestylers,” NCL’s term for guests who enjoy the company’s signature Freestyle Cruising that offers a less structured, more relaxed vacation than traditional cruising.