A distant shot of a cruise liner in a wide river gorge, flanked by majestic, snow capped, mountains on each side.

Case studies

Sailing into Discovery: How Norwegian Cruise Line reached travelers ready to explore

How NCL turned traveler momentum into engagement across every stage-- from pre-trip to in-flight.

Challenge

Norwegian Cruise Line wanted to reach travelers already in vacation mindset in key European markets — before they even boarded.

Strategy

We leveraged United's cross-device network to deliver custom audience targeting through email, United Clubs, and seatback entertainment.

Media moments

Pre-departure: Messaging sent via email to travelers with flight dates matching European cruise windows.
At the Club: United Club^SM experiences where visuals reinforced destination imagery and offer messaging.
In-Flight: Seatback content that captured attention with immersive visuals and resonant storytelling.

Aerial view of a coastal town with white buildings along the shore and numerous boats anchored in turquoise blue waters

Aerial view of a scenic coastal bay with numerous boats anchored in crystal clear turquoise waters

Results snapshot

8×

Interaction rate on inflight entertainment vs industry benchmark

13x

Over-delivery among United Premier 1K members

What worked

Silhouette of a person standing at an airport window overlooking a United Airlines plane on the tarmac

Smart audiences

Custom-built segments of high-value travelers drove engagement that outpaced standard benchmarks.

Two travelers having a conversation at a table in an airport lounge with other passengers in the background

Immersive settings

The more premium, environment-rich touchpoints (lounge, in-flight) registered much higher dwell and interaction.

Premium amenity kit display with branded products on a tray table in an aircraft cabin

Journey continuity

Messages reinforced across devices and channels, keeping awareness high throughout travel phases.

Waterfront harbor with boats and buildings along the shoreline at dusk

"This campaign showed us the power of reaching travelers when journey and mindset align. United's media touchpoints made the difference."
— Adam Malone, CMO, Norwegian Cruise Line