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Norwegian Air Launches Industry-First Sound-Based Campaign

Press release   •   Jan 24, 2020 14:30 EST

- Airline partners with Ink and Facebook for “Sounds of City” project -

NEW YORK CITY (JANUARY 24, 2020) – 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.

Media Contact:
Anders Lindström |

For visual assets and more info, visit the media center.

About Norwegian
Norwegian is the world’s fifth largest low-cost airline and carried over 36 million passengers in 2019. The airline operates more than 500 routes to over 150 destinations in Europe, North Africa, Middle East, Thailand, North and South America. Norwegian has a fleet of more than 162 aircraft, with an average age of 3.8 years, making it one of the world’s youngest and most fuel-efficient fleets.

Norwegian has been named the Most Fuel-Efficient Airline on Transatlantic Routes by the International Council on Clean Transportation (ICCT) twice. Norwegian has been voted ‘Europe’s Best Low-Cost Airline’ by passengers for six consecutive years at the SkyTrax World Airline Awards 2013-2019, along with being named the ‘World’s Best Low-Cost Long-Haul Airline’ for the past five years. Norwegian employs more than 11,000 people worldwide.

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About Ink
Founded in 1994 in London, Ink is the world leader in travel media, connecting thousands of advertisers and brands to a highly receptive, and growing global audience of 802 million passengers. Ink creates and delivers inspiring, award-winning content for the world’s biggest and greatest airlines, railways, travel companies and their passengers, by producing 31 magazines in 10 languages and video content for all digital platforms, including Norwegian.

From six offices around the world, Ink's media connects brands, advertisers and marketers to a highly receptive, and real, global audience through inflight publications, video and online content and ambient and experiential advertising opportunities. It is accepted that airline passenger numbers will double in size by 2035 making Ink an ever-stronger leader in the media world today.