Norwegian Cruise Line Corporation Ltd. (NCL) is a publicly listed American company operating cruise ships and one of the largest cruise companies in the world.
Cruises are becoming increasingly popular in China and the number of passengers has grown by 50% last year alone to reach 1.1 million travellers. Cruise passengers are projected to grow to 4.5 million by 2020. NCL currently promotes overseas fly cruises and in the summer of 2017 it will introduce Norwegian Joy, the first purpose-built cruise liner for the China market, which will sail from the ports of Shanghai and Tianjin.
Dragon Trail Interactive developed NCL’s website strategy and built a customized site to inspire Chinese consumers to try on this new form of travel. With most cruise sales going through travel agents, a good portion of the website is dedicated to trade marketing content and initiatives.
Special emphasis is placed on Norwegian Joy, which features prominently on the homepage through a full screen size video header and through its own dedicated section. Both consumers and the trade are prompted to learn more about the ship’s China friendly services and unique facilities such as a virtual reality room, a go-kart track and a garden.
Each website section has a clear call to action. A pop up banner on the home page prompts visitors to follow the brand’s official WeChat account and to get in contact with the China based sales team. The same call to action is replicated at the end of each cruise itinerary. The search experience has been enhanced by allowing searches by multiple parameters such as by destination, cruise liner or itinerary and by clearly identifying China friendly options. Each search results in comprehensive information being displayed on the website and through an HTML5 mobile based presentation. By scanning a QR code through social media WeChat, both travel agents and consumers can easily access and share the presentation with clients and travel companions.
By registering on the website, travel agents can download videos, images and PDF documents for their marketing and sales efforts. Travel agents can customise HMTL5 presentations and track their performance on the website’s backend. Lastly the website encourages travel agents to take part in NCL’s WeChat based training and certification course (powered by the China Travel Academy) to learn more about NCL and its products. The course is made accessible through a QR code and prizes provide powerful incentives for agents to complete the course.