Friday, January 21, 2011

Sea Tweets-NCL's Rainmaker Strategy

Known for its leadership in innovative cruise experiences, NCL recently extended its creative lead in the cruise industry by launching the first pre-cruise Tweetup series aboard its flagship Norwegian Epic ship. The Digital Raindance recently had the pleasure of participating in NCL's innovative social media initiative during a weekend gathering of South Florida social media influencers aboard the Epic, while docked at the Port of Miami. The gathering of social media enthusiasts gave NCL an opportunity to showcase its cruise experience to many who had never been on a ship. With nimble fingers tweeting away every interesting detail about their ship visit, the participants shared realtime images and their own endorsements of the Epic ship. The relatively small group generated more than 300 individual tweets netting more than 81,000 impressions, according to the TweetReach analytical tool. In addition, all participants generated a variety of experience-based content, including Internet channel video segments, blog posts, website coverage and image posting on Facebook and Twitter resources.  "The real power of social media is that it gives brands an opportunity to engage with their existing and new customers in an authentic way," said Courtney Recht, manager of public relations and creator of the Norwegian Epic #TwEpic tweetup series. "These tweetups expose the local social media community to Norwegian Cruise Line's Freestyle Cruising and our newest ship Norwegian Epic by giving our social influencers a glimpse of what it's like to experience our cruises. They get a chance to get on board and check it out and broadcast their experience to their friends and followers and that word of mouth endorsement is powerful."

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