Luckeyou

In the late fall of 2009, Norwegian Cruise Line was preparing for the Summer 2010 launch of the Norwegian Epic.  “From the Aqua Park to the expanded sports deck and largest Kid’s Crew facility to the most dining outlets at sea, Norwegian Epic is truly taking Freestyle Cruising to the next level by offering our guests so many choices in dining and on-board activities,” said Kevin Sheehan, Norwegian Cruise Line’s chief executive officer.  In addition, upon launch, the ship also had the largest number of entertainment options at sea, including signature events like Blue Man Group, Legends in Concert, Cirque Dreams & Dinner, Nickelodeon, The Second City and Howl at the Moon.

NCL had invested significantly in state of the art digital signage and interactive in-room television systems, but had little to no content for these media platforms.  In addition, they had no overarching creative strategy that would unify the look and feel of its messages across multiple screens.

In a compressed time frame, Luckeyou had to devise a creative strategy to work across all the ship’s media platforms, both in-room and throughout the ship.

The ship was designed to accommodate over 4,100 passengers.  With the wide array of Freestyle Cruising options, as well as a significantly increased passenger load, the creative strategy and execution had to be “attention grabbing”.

In order to ensure an “attention grabbing” creative strategy, Luckeyou decided to integrate two-dimensional and three-dimensional animation to effectively convey information and experiences to the passengers.

Luckeyou’s solutions were multifaceted, including:

• A Multiplatform Design Style Guide
• Digital Signage Interface Design
• Digital Content Creation

A Multiplatform Design Style Guide

Luckeyou designed and implemented a uniform color-coded navigational system across the interactive touch/non-touch screen signs and the in-room interactive television system.

With the objective of combining strong design and customer functionality, Luckeyou’s solution organized the eight key passenger activities on the ship, including the spa, shopping, ports and tours, entertainment, dining, the casino, bars and activities.

Digital Signage Interface Design

Digital signage aboard the Epic included both interactive and non-interactive screens.  For the first time in NCL’s history, the company used interactive screens which allowed users to navigate and view venue information such as show dates, times, locations, restaurant menus, show and restaurant availability and way-finding providing directions on how to get from one place to another.

For the non-interactive screen, Luckeyou designed a lower-third system which showed viewers pertinent information relating to the particular video playing, such as name, location and schedule.

Digital Content Creation and Production

NCL required digital content for multiple media platforms – digital signage, interactive signs, the interactive television system, press communications, marketing DVD’s, You Tube and Facebook, amongst others.

Luckeyou created and developed content for all these platforms, including:

• 9 hours of video content for the video wall as well as the different night clubs on the ship
• A video jockey system and a fog wall for two of the respective night clubs
• Cross-promotional promotions for Nickelodeon, Bank of America and Foxwoods
• Casino signage, which displayed available game options.
• 30+ Web Videos
• DVD design & creation.

Luckeyou became NCL’s partner in delivering digital content for all these multiple platforms. Luckeyou produced many types of content – informative and informational, branded and experiential.  Luckeyou created these various types of content interfacing with over 5 departments at NCL.  In the end, Luckeyou created and delivered over 120 commercials, 9 hours of video wall content, and thousands of digital images.

Luckeyou was able to exceed the client’s expectations as a result of its focus on:

• Developing and producing the highest quality work
• Vigilantly focusing on cost efficiencies
• Building a relationship of respect and collaboration with the client

The Luckeyou solutions yielded significant results for Norwegian Cruise Line, including:

• Expansion in digital signage impressions across the ship
• Increased participation in all the venues across the ship
• A fluid passenger experience in moving from venue to venue across the ship.