by Sarah Kuta
Last updated: 10:00 AM ET, Thu August 14, 2025
Norwegian Cruise Line is celebrating the success of an advertising campaign about its plans to expand and enhance its private island in the Bahamas, Great Stirrup Cay.
Led by creative advertising agency Super Nice, the "Escape to the Great Life” campaign kicked off on July 29, 2025, and includes a full-funnel strategy spanning TV, digital, OOH, experiential and social.
“Great Stirrup Cay is one of our highest-rated destinations, and this is a milestone moment for us,” says David J. Herrera, president of Norwegian Cruise Line. “Super Nice showed up with big thinking, cultural insight, and a deep understanding of how to connect with our guests on a meaningful level. They were true partners in bringing our vision to life and showcasing our island to the masses.”
The campaign is focused on the "Escape Hatch," a concept inspired by the idea that everyone needs an escape. The agency deployed literal and metaphorical escape hatch doors, including more than 250 OOH placements and immersive social content.
The campaign also included seven custom escape hatch installations across New York City in Hudson Yards, Gansevoort Plaza, 54th Street in Times Square, Broadway and Broome, Grand Central Station, State Street in the Financial District and on the Highline Sundeck on 14th Street.
At each escape hatch, guests had a chance to win one of 250 escapes to Great Stirrup Cay. One door also opened to an immersive, hidden pop-up tropical hideaway in SoHo featuring more than 200 feet of LED walls, real palm trees, scent-mapped breezes and steel drum music.
Throughout the month of August, three escape hatches will also be hidden throughout Miami, in Wynwood, on Lincoln Road in Miami Beach and at Bayside Marketplace in downtown. Guests will also have a chance to win an escape to Great Stirrup Cay via these installations, too.
The campaign’s video advertisements followed a character in an everyday moment as the language around them transformed into “island speak," until a magical escape hatch appeared to take them to Great Stirrup Cay. The spots aired on Good Morning America, Netflix, Peacock and other major platforms.
"From day one, NCL came to us with a bold ambition, and the creative trust to match it," says Jared Kozel, co-founder and chief creative officer at Super Nice. "The results affirm our belief that when you lead with cultural insight and audience understanding, creativity and performance fuel each other. Every decision—from the humor in the spots to the hidden Escape Hatches—tapped into the deep desire people have to disconnect and escape."
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