Companies Teamed Up to Enable the Most Robust Maritime Social Media Experience
MTN and Norwegian Cruise Line (Norwegian) announce that a new record for social media usage at sea was set during Norwegian Breakaway’s highly anticipated New York inaugural events. MTN delivered the communications services for its partner, Norwegian, enabling this social media breakthrough that helped promote the launch of Norwegian’s new ship. MTN partnered with Norwegian to deliver access to social media sites, as well as Norwegian’s social media mobile app specifically designed for the NY inaugural events, to enable guests to share in real time their experiences on Norwegian Breakaway. The two Norwegian Breakaway inaugural events took place May 8-12. The result generated more than 429,755 Facebook visits over the five-day period, and Instagram registered more than 56,862 visits and 1,715 pictures uploaded with the hashtag #NorwegianBreakaway. Guests utilized Twitter on board, and as a result, Norwegian received a record number of mentions and retweets about the content shared from Norwegian Breakaway.
As the leading provider of broadband communications at sea, MTN has tracked the majority of Internet traffic on cruise ships around the world since the advent of social media. Recognizing the importance of social sharing, Norwegian and MTN partnered to offer the best possible social media experience onboard a ship, which generated buzz among the travel agents, media and guests at the inaugural events. This effort was a seamless collaboration between the Norwegian and MTN teams to ensure that the infrastructure and communications set-up were as close as possible to those at a land-based resort.
In addition to the social media sites — Facebook, Twitter and Instagram — Norwegian offered the Norwegian Breakaway Rocks NYC Inaugural Application. This mobile app was an industry first, specifically designed to enable social media activities for guests onboard Norwegian Breakaway. The app also provided users with access to onboard news and events, plus schedules, ship maps and more.
“This social media record set by MTN and Norwegian is a breakthrough for social media marketing at sea,” said Lin Humphrey, 2011 Mobile Marketing Academic of the Year. “Enabling guests to share their experiences instantly has greatly increased Norwegian Breakaway’s exposure, which ultimately results in improved guest satisfaction and opens endless viral marketing for Norwegian Cruise Line.”
Norwegian Breakaway is Norwegian’s most innovative ship to date, featuring three Broadway shows, including the Broadway smash hit “Rock of Ages”; 27 dining options, including three by Iron Chef Geoffrey Zakarian; the largest aqua park at sea, with five waterslides; a boardwalk-inspired area called The Waterfront; and more.
“We understand that, to our guests, the ability to post pictures, tweet and share experiences as they are happening is now a part of their everyday lives. We are always striving to deliver the best communication experience at sea, and it was vitally important that we do this during our launch in New York,” said Kevin Sheehan, Norwegian Cruise Line’s CEO. “Thanks to MTN and its reliable network, coupled with our strategic partnership, we delivered great service and enabled social media connectivity like never before seen during a ship’s inaugural events.”
MTN is providing very small aperture terminal (VSAT) communications services, crew calling, MTN Worldwide TV and Internet services to Norwegian Breakaway. MTN also outfitted the entire ship with a pervasive Wi-Fi capability.
“MTN is, and has always been, a cruise industry pioneer, delivering the most reliable network and constantly pushing the envelope to bridge the gap between communications at sea and on land,” said Errol Olivier, president and CEO of MTN. “Norwegian Breakaway is a cutting-edge ship, and MTN is very proud to deliver this innovative service to such an inventive cruise industry partner.”
Since installing the first VSAT antenna on a Norwegian ship more than two decades ago, MTN has been on a mission to provide greater value and service excellence by anticipating the needs of guests and crew. In keeping with the mobile “Bring Your Own Device” revolution, MTN continues to introduce products and services that address the needs of traveling consumers and staff. In 2012, MTN introduced MTN Nexus™, the company’s next-generation hybrid network, which is addressing the increasing bandwidth demands of passengers and crew by combining a hybrid platform of satellite, wireless broadband, optimized applications and cloud computing.
About Norwegian Cruise Line
Norwegian Cruise Line is the innovator in cruise travel with a 46-year history of breaking the boundaries of traditional cruising, most notably with the introduction of Freestyle Cruising which revolutionized the industry by giving guests more freedom and flexibility. Today, Norwegian invites guests to “Cruise Like a Norwegian” on one of 12 purpose-built Freestyle Cruising ships, providing guests the opportunity to enjoy a relaxed, resort style cruise vacation on some of the newest and most contemporary ships at sea. Recently, the line was named “Europe’s Leading Cruise Line” by the World Travel Awards for the fifth consecutive year. The Company took delivery of its most innovative ship to date, the 4,000-passenger Norwegian Breakaway on April 25, 2013. Known as New York’s ship, Norwegian Breakaway is the largest vessel to homeport year-round in the city, sailing to Bermuda for the summer beginning May 12, 2013. Norwegian Breakaway’s features include hull art by legendary artist Peter Max, seafood restaurant Ocean Blue by famed New York Iron Chef Geoffrey Zakarian, Carlos Bake Shop by Buddy Valastro, star of the TLC series “Cake Boss,” and fitness classes and a retrospective display from the ship’s iconic godmothers, the Rockettes®. The entertainment lineup includes three Broadway shows: Rock of Ages, Burn the Floor and Cirque Dreams™ & Dinner: Jungle Fantasy. Sister ship Norwegian Getaway, currently under construction at Meyer Werft will be the largest ship to homeport year-round in Miami and will sail Eastern Caribbean voyages beginning in February 2014. The Company also has one larger “Breakaway Plus” vessel on order for delivery in the fall of 2015, with the option for a second ship. The Company’s largest ship, the 4,100 passenger Norwegian Epic has been named “Best Overall Cruise Ship” by the readers of Travel Weekly two years in a row and “Best Ship for Sea Days” by Cruise Critic. Norwegian Cruise Line is the official cruise line of Blue Man Group and Legends in Concert, the official cruise line partner of The GRAMMY Awards and is an official partner of the Rockettes and Radio City Music Hall. High resolution, downloadable images are available at www.ncl.com/pressroom. For further information on Norwegian Cruise Line, visit www.ncl.com, follow us on Facebook, Twitter, and Instagram @Norwegiancruiseline, Pin us on Pinterest, watch us on YouTube, or contact us in the U.S. and Canada at 888-NCL-CRUISE (625-2784).