Goals and objectives
Following a period of pandemic-related challenges and organizational restructuring, Norwegian sought to revitalize its brand and shift away from purely tactical ticket sales. The primary objective of the "Takeoff" campaign was to inspire travel through emotionally resonant storytelling, thereby reinforcing the connection between Norwegian and memorable travel experiences. By showcasing some of its most popular destinations in an engaging and authentic manner, the campaign aimed to build trust, drive preference, and foster a strong mental association between the airline and the joy of exploration.
Surprising Insights
While the campaign yielded numerous positive outcomes, one particularly surprising insight was the sustained engagement well beyond the campaign’s official run. Influencers continued to share travel content weeks and even months later, organically reinforcing Norwegian’s brand message and extending the campaign’s impact without additional investment. This highlighted the long-term value of authentic influencer partnerships and the power of storytelling to create lasting brand associations.