The cruise industry is a highly competitive, copycat category. For the launch of Norwegian Cruise Line’s reimagined private island, Great Stirrup Cay, we needed to break through the noise and stand apart from competitors already offering island experiences.

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 a symbol of freedom, adventure, and fun.

We brought the idea to life through a 360 launch across every channel, from national TV, social and influencer, to OOH, audio, and an attention-grabbing hidden island activation in New York… all in just 8 weeks.

In the first month, Escape to the Great Life generated over one billion impressions, 1.8 million organic views on day one, and a 7000% surge in web traffic that briefly disabled Norwegian’s booking site from the surge, and put Great Stirrup Cay on the map.