The New Year is a time full of ambition, promises and resolutions and starting the year as we mean to go on. Heineken Global Duty Free and Norwegian Cruise Line did just that with a highly creative brand engagement initiative with the total crew from the teams of the Norwegian Getaway, the latest vessel from Norwegian Cruise Line, heralded as Miami's ultimate ship, ahead of its maiden launch from Rotterdam to New York mid January.
On January 5 2014, about 1300 crew members from the Norwegian Getaway, enjoyed a unique on-board private party, courtesy of Heineken and Red Bull, featuring two of Europe's top DJs; Steve Johnsen and Sietze Rademaker aka The Disco Accidents, famous in clubbing circles for their vibrant and high energy sets.
The Norwegian Getaway will be the largest ship to homeport year-round in Miami sailing an Eastern Caribbean cruise schedule beginning in February. With a passenger capacity of 4000 and a major focus on entertainment with a wide range of bars and restaurants. The Norwegian Getaway is a prime setting for Heineken to further develop its portfolio interaction with the most discerning passenger audience. As such Heineken took the decision to step up their interaction with on-board bar tenders and hospitality personnel with the strategic intention of creating brand ambassadors and developing advocacy.
Carlos Candeias Global Account Manager Heineken Duty Free explains: "We're passionate that Norwegian guests enjoy the best possible interaction with the Heineken® brand and our larger portfolio. Together with Norwegian and Red Bull, we decided to throw a party for the crew which let them enjoy them the ultimate Heineken experience, bringing them closer to the brand through an unforgettable party and engaging them with our latest bottle technology - the STR UV glow in the dark bottle - perfectly suited to a party atmosphere, whether it's in early January in North Europe or on a Caribbean cruise. For us, the crew are essential front-line partners in ensuring our shared customer has the best possible drinking experience and that the essential rituals of the Heineken® brand are perfectly presented every time."
