MKTG UK’s First Project Promotes Norwegian’s New US Flight Route

An Alcatraz-inspired escape room was created at Westfield London to promote low-cost airline Norwegian’s new flight route from London Gatwick to Oakland International Airport, San Francisco. The project is the first by MKTG UK, a Dentsu Aegis Network’s experiential global brand, formed by the merger of experience agency psLIVE and Dentsu Aegis Network Sports and Entertainment

The North Atrium of Westfield London saw teams of people challenged to breakout of an Alcatraz-inspired cell within 15 minutes. The seemingly empty cell was dotted with San Francisco themed tips, clues and puzzles that need to be solved in order to escape.

Teams who successfully “Escape from being Alcatrapped” were given a chance to win tickets on Norwegian’s award winning flights to San Francisco–Oakland and complimentary tickets to visit Alcatraz Island.

Shoppers were directed to the experience by out-of-home (OOH) media within Westfield, managed by MKTG UK’s sister company Posterscope, and a media partnership with Time Out managed by media agency Vizeum.

Michael Brown, managing director of brand experience, MKTG UK, said: “Escapism is a huge motivator for travel; this campaign not only highlights the new flight route offered by Norwegian but draws a tangible line on the theme of escapism.”