“Escape to the Great Life” Campaign from Indie Agency Super NiceBlends Wit, Emotion, and Strong Results Across TV, Digital & IRL
Norwegian Cruise Line® (NCL) recently unveiled additional details for its transformed private island in the Bahamas, Great Stirrup Cay, via a breakthrough integrated 360-campaign led by fast-growing indie creative advertising agency Super Nice. The campaign, titled “Escape to the Great Life,” kicked off on July 29, 2025 and included a full-funnel strategy spanning TV, digital, OOH, experiential, and social – tapping into a cultural insight that deeply resonated: the universal need to break away from everyday life.
A Transformed Private Island & a Call to EscapeAs part of a multi-year transformation, NCL is turning one of its most beloved private Caribbean destinations into an all-new island experience with soon-to-debut guest attractions and more family offerings, headlined by a nearly six-acre Great Tides Waterpark opening in summer 2026. The waterpark will include a 170-foot tower home to 8 thrilling waterslides, swim up bars, an 800-foot dynamic river and the industry's first-ever cliff jumps at 10 and 15-feet high. The revitalized Great Stirrup Cay will also feature a new multi-ship pier, a 1.4-acre pool area featuring a 28,000-square-foot heated pool with swim-up bars and dedicated family splash zones, the adults-only Vibe Shore Club for a more elevated and exclusive experience, and so much more – all designed to give guests more variety, more fun, and more ways to relax.
“Super Nice didn't just pitch ideas – they brought a bold vision for reimagining escape in a way that feels unforgettable,” said David J. Herrera, president of Norwegian Cruise Line. “They helped us express escapism in a way that's not only emotionally resonant, but also measurable. Great Stirrup Cay is one of our highest-rated destinations, and this is a milestone moment for us. 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 Ecosystem: A Creative Reset for the Cruise CategoryAt the heart of the campaign is the concept of the “Escape Hatch” – brought to life across film, social, display, and an epic out-of-home blitz. From national TV to immersive city takeovers, Super Nice scaled the idea into a high-impact, cross-channel platform anchored in a simple, universal truth: everyone needs an escape. Literal and metaphorical Escape Hatch doors were scattered throughout the media mix – including more than 250 OOH placements and immersive social content which included a clever stop-your-scroll Instagram moment where a Hatch Door overtakes your feed.
Anchoring the campaign are seven custom Escape Hatch installations across NYC 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. Each Escape Hatch led to chances to win one of 250 escapes to NCL's private island in the Bahamas – Great Stirrup Cay, while one door actually opened up to an immersive three-day-only tropical hideaway in SoHo (July 29-31). This hidden pop-up experience was accessible only via one of the campaign's Escape Hatch Doors, and was designed to bring NCL's new island to life with over 200 feet of LED walls, real palm trees, scent-mapped breezes, steel drum music, and refreshments and merch – and was free and open to the public… if they could find the right door.
Throughout the month of August, three “Escape Hatches” will also be hidden throughout Miami, NCL's hometown – in Wynwood, on Lincoln Road in Miami Beach, and at Bayside Marketplace in downtown – inviting the public to open the doors for a chance to win an escape to “The Great Life” at Great Stirrup Cay.
Driving the narrative were three hero spots – Great Meeting, Great Dinner, and Great Ticket – which used levity and wit to show just how much we all need an escape. Each one follows a character in an everyday moment as the language around them transforms into “island speak,” (i.e. pina colada, waterslides, etc) until a magical escape hatch appears and whisks them away to NCL's reimagined Great Stirrup Cay. The spots aired across major platforms including Good Morning America, Netflix, and Peacock.
The Escape to the Great Life campaign exceeded anticipated campaign results across every touchpoint, from digital to real-world experiences. Web traffic to NCL.com/GSC surged on launch day breaking daily records. Immersive escape hatch activations in New York drew thousands of visitors, with lines around the block at the hidden Great Stirrup Cay island pop-up in Soho. Additionally, in Miami NCL activated at LoanDepot Park, home to the Miami Marlins with three escape hatches at the stadium during the Marlins vs Yankees series where there was a record attendance of over 100,000 spectators across three days. The campaign generated thousands of sweepstakes entries and sparked massive social buzz, with the #EscapeToTheGreatLife hashtag driving millions of impressions. Out-of-home placements dominated high-traffic locations across NYC, amplifying the campaign's bold creative and expanding NCL's presence far beyond the coastline. The result: a wide-reaching awareness campaign that drovebrand consideration, proving that the Great Life isn't just a destination, it's a movement.
“This was a dream brief for Super Nice. It's not every day you get to launch an island. From day one, NCL came to us with a bold ambition, and the creative trust to match it,” said 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.”
The campaign's success furthers Super Nice's rapid momentum since its January 2025 founding. In addition to NCL, the agency's growing client roster includes collaborations with Delta Air Lines, Wegmans, American Campus Communities, and SAY: The Stuttering Association for the Young. The agency recently expanded its team with six new hires and opened a new HQ in Atlanta's Old Fourth Ward.
To learn more about NCL's “Escape to the Great Life” campaign, please visit ncl.com/gsc, and for more information about NCL's award-winning fleet and worldwide itineraries, or to book a cruise, please contact a travel professional, call 888-NCL-CRUISE (625-2784) or visit www.ncl.com. To see what nice things the agency is up to, visitwww.superniceagency.com and connect on social@SuperNiceSocial.
About Super NiceSuper Nice is an independent creative advertising agency and content studio based in Atlanta, GA. Founded on the belief that nice isn't just good – it's better – Super Nice helps brands stand out by leading with empathy, delivering high-impact creative, and making the unexpected enjoyable. Learn more atwww.superniceagency.comand follow @SuperNiceSocial.
About Norwegian Cruise LineAs the innovator in global cruise travel, Norwegian Cruise Line® has been breaking the boundaries of traditional cruising for 58 years. Most notably, the cruise line revolutionized the industry by offering guests the opportunity to design their ideal vacation on their preferred schedule with no assigned dining and entertainment times and no formal dress codes. Today, the company invites guests to 'Experience More at Sea' by providing them with more to see, more to do, more to enjoy, and more value on their vacation. To further deliver guests with more value, NCL's 'More At Sea™' package provides added benefits and inclusions such as unlimited open bar; specialty dining credits; high-speed Wi-Fi; shore excursions credits; as well as free airfare and third and fourth guests sail free on select sailings. Its fleet of 20 contemporary ships sail to nearly 350 of the world's most desirable destinations, including Great Stirrup Cay, the company's private island in the Bahamas and its resort destination Harvest Caye in Belize. Norwegian Cruise Line not only provides superior guest service from land to sea but also offers a wide variety of award-winning entertainment and dining options as well as a range of accommodations across the fleet, including solo-traveler staterooms, club balcony suites and The Haven by Norwegian®, the company's ship-within-a-ship concept. For additional information or to book a cruise, contact a travel professional, call 888-NCL-CRUISE (625-2784) or visit www.ncl.com. For the latest news and exclusive content, visit the NCL Newsroom and follow Norwegian Cruise Line on Facebook, Instagram, Tik Tok and YouTube @NorwegianCruiseLine; and Twitter @CruiseNorwegian.
Norwegian Cruise Line is a wholly ownedsubsidiary of Norwegian Cruise Line Holdings Ltd. To learn more, visit www.nclhltd.com.
Press Contacts:Super Nice:Hello@SuperNiceAgency.comNorwegian Cruise Line:publicrelations@ncl.com
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