Dragon Trail developed a video campaign featuring Norwegian Cruise Line (NCL) godfather and actor Wang Leehom. Dressed as a ship captain, he invites participants to get on board of Norwegian Joy, NCL’s first purpose-built ship for the Chinese market, to explore its facilities and the activities offered on board.
The campaign’s compelling narrative combines images of the real Wang Leehom with his cartoonized version and includes a ficticious video phone call from the star, emulating a real one-on-one conversation with the viewers. The campaign ends with a lucky draw, and participants are encouraged to follow NCL on WeChat.
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