Norwegian has launched a ‘first-of-its-kind’ social media campaign to promote its destinations through an audio project: ‘Sounds of a City’.
Created in partnership with content creators Ink (also behind the airline’s in-flight magazine) with input from Facebook, the ‘Sounds of a City’ series explores the iconic noises and voices of locals in major cities within Norwegian’s route network.
The series will feature five episodes for each city in a mobile-first concept shot vertically with Facebook’s guidance, also replicating social media behaviours including swipe-up.
“We have been working on the concept development for a year. Since it is an industry-first, it required many workshops, brainstorming sessions, and post-edit discussions to get to the final results, which we have done hand-in-hand with Ink and Facebook CS,” said Norwegian’s Senior Vice President of Marketing, Kei Grieg Toyomasu. “Many of these destinations have been advertised over and over for decades, so we wanted to present them in a new perspective.”
The campaign launches with a focus on New York City, featuring iconic characters of NYC including a drag queen, a taxi driver, a waitress and the owner of the iconic Katz deli.
Toyomasu continued: “We believe the essence of travelling the world is to meet people, and communities play a crucial role in making the world closer. We want to shine the light on the locals, on authentic characters living in these cities. Through sounds we want our customers to have a full experience of the city not only during their trip, but prior to it, when they are still just only dreaming about it.”
“‘Sounds of a City’ is a stimulating new ambient storytelling adventure that will open traveler’s ears, as well as their eyes, to the global destinations that Norwegian fly to,” commented Ink’s joint Chief Executive Officer Michael Keating. “This groundbreaking, direct-to-consumer, storytelling campaign was filmed vertically specifically for mobile-first and optimised natively for social. It also focuses on encouraging users to interact and view the content with ’sound on’, contrary to common social media usage.”
