Norwegian - Next Stop New York

Norwegian - Next Stop New York

For one day, Oslo metro had a new station stop in the heart of New York City. This fun stunt was put on to promote Norwegian Airlines’ low-cost non-stop flights to New York.

With help from M&C Saatchi, Oslo’s Nationaltheatret station was transformed into Times Square hub, including walls, platforms, signage and advertising all changed out to match the actual station in New York City.

For extra ‘local’ flavour, over half a million commuters were surprised to find New York City cops in uniform, hot dog vendors, American football players, a gospel choir, preachers, and Times Square legend: The Naked Cowboy.

In a nod to the popular Norwegian Netflix comedy crime drama, Lilyhammer , Mafioso-style gangsters on the metro trains discussed their subway routes. Even Spiderman swung by Nationaltheatret station as part of the fun.

“This has been an exciting campaign and we have received positive feedback,” says Norwegian marketing director Stine Steffensen Børke. “For us it is important to raise awareness of our long-haul routes, and this campaign fits well into our strategy.”

Norwegian Airlines shared a video (180,000 views) of the New York-themed commute on YouTube.

Last year, the airline let visitors in a shopping mall in Oslo tour New York City in realtime with its ‘Norwegian Red Cab’ campaign. A Norwegian Airlines cab in New York was outfitted with 360º cameras and sent live video to a screen display at an Oslo shopping mall. By touching the screen, shoppers could take a look around and speak to their remote ‘tour guide’ at the Big Apple.