Overhauling Norwegian Cruise Line’s Website for a New Web Experience

AI, Content Management, Content Marketing, SEO ·

North America ·

Travel & Hospitality

Challenge

Norwegian Cruise Line wanted to create a completely new web experience across design, technology and copy, to reduce 20,000 pages of static content to 2,000 pages of dynamic content.

Solution

We came up with a combination of human and AI solutions to increase speed to market, increase productivity, and reduce costs (while maintaining quality):

SEO research and content strategy identified priority content to retain, refresh, or remove.
A generative AI model was created, incorporating SEO research, to produce content for various page types at scale.
Human-driven prompting and review ensured content met structural guidelines (to the page template), and brand quality.
We improved internal efficiency by creating an AI model to consolidate all resource content for copywriters to use as a ‘starting point’ for human-led copy.