Norwegian may be flying high,
now the third largest low cost
airline in Europe and now
boldly branching out across the
Atlantic.
But Norwegian may not be the
first port of call for many
wanting to fly between Europe
and North America,
so Norwegian has had to be bold
in some of their marketing
activity too.
Normally people fly from all
over the world to Las Vegas and
celebrate their wedding.
But today we're going to jazz
things up.
Launching the route between
Stockholm and Las Vegas,
Norwegian used the power of
love - live.
Using a video link between a
shopping mall in Sweden and the
Little White Chapel in Las
Vegas,
Elvis called upon the gathered
crowds to get married there on
the spot.
In return, the happy couple
enjoyed an all inclusive Las
Vegas honeymoon.
Brainchild of M&C Saatchi in
Stockholm, the campaign
reflected the spontaneity and
madness of Las Vegas itself.
Saatchi were also behind a
stumps to confuse Oslo
residents when one of the main
metro stations was completely
converted into a New York
subway station.
Everything was converted,
from signs to announcements
with U.S. imports including
hot dogs stands and the famous
naked cowboy.
The U.S. hasn't been immune
from brand awareness activity
either.
The airline faces a twin
challenge in the States,
not only to show that they
don't just fly in Norway but
also the name Norwegian has a
stronger association with the
unrelated cruise company of the
same name.
So while Amazon and other
online retailers offer free
shipping deals,
they thought they do the same
but on its head.
Instead of getting Christmas
gifts shipped to the States
from Europe for free,
the promotion devised by
McKinney was driven by social
and digital media and gave
competition entrants the chance
to fly to Europe and pick up
the gifts themselves right in
the middle of the pre-Christmas
rush.
They might be stunts to show
the airline's playful side,
but they appear to be working.
At 97 percent,
Norwegian has a load factor on
Atlantic routes that legacy
airlines would dream of and
it's their Dreamliner that's
made long haul at low cost
possible.
USA the Norwegian way,
the social media hashtag for a
pop up at a London shopping
mall saw thousands of shoppers
make a virtual reality Atlantic
dash with the help of Boeing,
all with the chance of winning
a real holiday courtesy of the
low cost airline.
Shoppers were given the
opportunity to be virtually
whisked away on a 5D
15 minute holiday to the
States, taking in Miami,
Los Angeles and New York.
We're providing lots and lots
of affordable fares on the
market for passengers
to fly all over the USA.
We want people to think of us
first.
But just how successful has
this pop up been and how can
a low cost carrier like
Norwegian justify this
kind of marketing expenditure?
Low cost can also give
you high quality and using a
high quality medium like this
event was
the best way
our partner Boeing and
ourselves thought was the best
way to do that.
Norwegian we're a little coy
about how much the twenty by
six and a half meter structure
in the prime retail space cost,
but they say it's worth it.
The high number of people that
we've had through, we'll have
further contact with those
people the be able to further
engage them in the great
offers that we have.
The objective for us is to
showcase how great it is
to fly with Norwegian.
The company hopes this pop up
experience will be reused or
re-purposed for different
markets and events.
And with an aggressive
expansion plans for the coming
years, expect more innovative
experiences to engage potential
passengers.
Still watching?
Perfect.
Click here to watch another
great video from CNBC
international.
Oh, and don't forget to
subscribe.
Thanks for watching.