Norwegian Cruise Line promotes reimagined Bahamian island with integrated campaign

Norwegian Cruise Line (NCL) has launched Escape to the Great Life, a multi-channel campaign promoting the transformation of its private island in the Bahamas, Great Stirrup Cay.

Developed by creative agency Super Nice, the work spans TV, digital, out-of-home, experiential, and social activations, tapping into the shared desire to break away from daily routines.

The revitalized destination will open new attractions in 2026, including the six-acre Great Tides Waterpark with eight waterslides, a dynamic river, and the industry’s first cliff jumps. Plans also include a multi-ship pier, a large heated pool with family zones, and the adults-only Vibe Shore Club.

At the heart of the campaign is the concept of the Escape Hatch — physical and digital doorways symbolising the path to relaxation. More than 250 OOH placements, seven large-scale installations in New York, and a hidden tropical pop-up in SoHo brought the idea to life. Visitors could enter sweepstakes to win one of 250 trips to Great Stirrup Cay, with Miami set to host further activations throughout August.

The campaign also featured three humorous TV spots, Great Meeting, Great Dinner, and Great Ticket, in which everyday situations transform into island escapes. Placements ran across platforms including Good Morning America, Netflix, and Peacock.

Launch day saw record traffic to NCL.com/GSC, while the New York installations drew thousands of visitors. Miami activations at LoanDepot Park during the Marlins vs. Yankees series reached over 100,000 spectators. The #EscapeToTheGreatLife hashtag generated millions of impressions, expanding brand presence beyond traditional cruise marketing.

David J. Herrera, President, Norwegian Cruise Line: "Great Stirrup Cay is one of our highest-rated destinations, and this is a milestone moment for us. Super Nice brought big thinking, cultural insight, and a deep understanding of how to connect with our guests on a meaningful level."

Jared Kozel, Co-Founder and Chief Creative Officer, Super Nice: "The results affirm our belief that when you lead with cultural insight and audience understanding, creativity and performance fuel each other."

www.ncl.com

www.superniceagency.com

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