The program launched March 12, 2019 and for 2 weeks through March 26, 2019 gained exceptional traction and continued to hold both entrants’ and voters’ attention for 4 consecutive weeks.
Google Analytics confirmed that there were 3,438,886 users with 4,635,243 sessions and 10,574,599 pages views of which viewed 2.28 pages per session and spent 1.41 minutes per visit.
The program received over 15,000 entries in the first three days confirming that the launch activities were both relevant and timely in their management.
The original concept surrounding the launch of giving joy through teachers clearly resonated with teachers, students and parents. The timing heading into Teacher Appreciation Week bordered on brilliant.
Given the marketing focus, the TV and radio spots added more fuel to the campaign. Users came from almost every major city: New York, Atlanta, Chicago, Dallas, Nashville, Houston, Washington, Los Angeles, Charlotte, Philadelphia as well as Orlando, Miami and Tampa.
The program gathered over 46,000 submissions and their accompanying nominator and nominee email addresses, while the voting process gathered over 1 million email addresses as well. Both lists can be leveraged for future educational and marketing opportunities.
It’s apparent that the market was open to this level of engagement with a strong and clear call to action that resonated with both NCL and national audiences alike. The launch and communications by Andy Steward, President and CEO of NCL, along with some strong personal messaging was a key to the program’s success.
Norwegian Cruise Line received an incredible amount of positive media attention through various mediums. The top nominated teachers further drove this campaign with their own stories, adding to NCL’s brand equity.