When Norwegian Cruise Line approached us with a bold vision for their presence at the 2025 Cruise 360 Trade Show in Fort Lauderdale, we knew this was a chance to create something truly unforgettable. As the newly announced Official Cruise Line of the NHL, they wanted a brand activation that would turn heads, draw crowds, and deliver real engagement. Our team was ready to deliver.
The Goal: A “Wow” Factor Booth with a Hockey Twist
The directive was clear: create an immersive experience that tied in the excitement of hockey with the luxury and innovation that Norwegian Cruise Line is known for. Our creative team went to the drawing board and brainstormed multiple concepts. The winning idea? A full-scale Custom 3D enclosure designed to look and feel like a hockey rink, complete with a custom printed floor to simulate on-ice action.
As guests stepped inside, they weren’t just at a trade show, they were stepping into the role of an NHL player. The experience was designed to be both visually striking and interactive. Every element, from the surrounding walls to the custom flooring, helped immerse visitors in a branded world where cruising met hockey excitement.
Marketing-Ready Moments with Real Impact
But we didn’t stop at design. The booth also featured a seamless data collection strategy to help Norwegian capture valuable attendee information. Integrated touchpoints allowed visitors to engage, register, and opt into future communications, giving the cruise line long-term value far beyond the event itself.
We also included on-site prints, so guests could take home a branded photo of their experience in the “rink.” Not only did this add a personal touch, but it also extended brand visibility beyond the booth.
The Results: Show-Stopping Success
The outcome? The busiest booth at the entire Cruise 360 Trade Show. Crowds gathered, photos were shared, and Norwegian Cruise Line’s new NHL partnership was the talk of the floor. It wasn’t just a booth, it was an experience that aligned perfectly with their brand identity and marketing goals.
When design, interactivity, and strategy come together, brand activations can do more than just impress, they can deliver real business results. This project is a testament to what’s possible when creativity meets execution.
