Norwegian Air Launches Industry-First Sound-Based Campaign. Airline partners with Ink and Facebook for “Sounds of City” project

Norwegian, the World's Best Low-Cost Long-Haul Airline, has launched a first-of-its-kind campaign in the travel industry focused on the sounds of a city. The social media campaign aims to promote Norwegian's destinations and creatively inspire travel through audio senses. The series was created in partnership with content creators Ink, which also publishes the airline's inflight magazine, n by Norwegian.

Norwegian's new “Sounds of a City” series explores iconic noises and voices of locals in major cities within its route network. The first city highlighted is the unmistakable cacophony of New York City, the city that never sleeps, featuring iconic NYC characters including a drag queen, a taxi driver, a waitress and the owner of the iconic Katz deli.

Featured local, Latina drag queen Flower Tortilla explains: “New York City is this huge melting pot of different experiences and different backgrounds and people, and that can be overwhelming. But then you take a step back and you realize that your voice is just as important as everyone else's. Together we create this enormous sound that is musical and beautiful, and so worth being a part of.”

The Sounds of the City series will feature five episodes for each city. Following New York City is London, with more cities to be announced. The mobile-first concept has been shot vertically, with Facebook's guidance, and includes framing and composition techniques, as well as replicated social media behaviors, including swipe ups. It is available now on Norwegian's Instagram account, @flynorwegian.

“We have been working on the concept development for a year. Since it is an industry-first, it required many workshops, brainstorming sessions, and post-edit discussions to get to the final results, which we have done hand-in-hand with Ink and Facebook CS. Many of these destinations have been advertised over and over for decades, so we wanted to present them in a new perspective. We believe the essence of travelling the world is to meet people, and communities play a crucial role in making the world closer. We want to shine the light on the locals, on authentic characters living in these cities. Through sounds we want our customers to have a full experience of the city not only during their trip, but prior to it, when they are still just only dreaming about it. Through this social media campaign, we are where our customers are: on their mobile, helping them to escape their daily routine and taking them to more exotic places, right from the palm of their hands and ears,” said Norwegian's Senior Vice President of Marketing, Kei Grieg Toyomasu,

“Sounds of a City' is a stimulating new ambient storytelling adventure that will open traveler's ears, as well as their eyes, to the global destinations that Norwegian fly to. We are thrilled to have teamed up with Facebook and our long-standing partner Norwegian Air to deliver this first-of-a-kind series for the airline's social channels and inside the multi award-winning inflight magazine, n by Norwegian. This groundbreaking, direct-to-consumer, storytelling campaign was filmed vertically specifically for mobile-first and optimized natively for social. It also focuses on encouraging users to interact and view the content with 'sound on', contrary to common social media usage,” said Ink's joint Chief Executive Officer Michael Keating.

In the United States, Norwegian operates from 12 cities to eight European cities, with four new routes for 2020: Austin to Paris, Chicago to Paris and Rome, and Denver to Rome. The airline recently launched its first-ever U.S. credit card, the Norwegian Reward card; announced an upcoming partnership with JetBlue, which will become Norwegian's first U.S. airline partner; and increased frequencies on some of its other popular U.S. to Europe routes, including Denver-London, Los Angeles-Paris, San Francisco-Barcelona, New York-Paris and Los Angeles-Rome.

With some 40 nonstop routes to Europe, Norwegian offers more routes from the U.S. than any other European airline. The airline is the largest foreign airline in a number of the markets it serves, including being New York City in terms of passenger numbers, according to the Port Authority of New York and New Jersey. Norwegian is also the largest airline to Europe in the Bay Area, Los Angeles, and Florida.

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