Norwegian Cruise Line Prima’s Inauguration in Iceland

Planning and operating Norwegian Cruise Line Prima’s Inauguration in Iceland, an international cruise launch for 3,500 invited guests during the COVID-19 pandemic.

In 2022, Atlantik partnered with Norwegian Cruise Line and its US creative partner to plan and deliver the Iceland-based arrangements for the inauguration of Norwegian Prima. Bringing together 3,500 invited guests, the program combined a major evening celebration at Harpa, the ship’s christening in Reykjavík and a wider schedule of guest travel, accommodation and experiences ashore. Atlantik’s role connected the event program with the practical requirements of an international cruise launch, from large-scale guest movements to individual VIP arrangements.

The occasion marked more than the arrival of a new ship. Norwegian Prima was the first vessel in NCL’s Prima Class, the company’s first new ship class in nearly a decade. Its inauguration in Iceland introduced a new generation of ships for the cruise line, giving the Reykjavík celebrations particular significance for NCL and the wider cruise industry.

Built by Fincantieri, Norwegian Prima accommodated approximately 3,100 guests at double occupancy. Its design emphasized space and outdoor areas, with a wraparound promenade, infinity pools and a private suite complex with dedicated facilities.

The celebrations began with an evening event at Harpa, followed by the ship’s christening in Reykjavík on August 27, 2022. Katy Perry served as Norwegian Prima’s godmother, officially naming and christening the ship before performing on board. The 3,500 invitees included international press, company leadership, celebrities and other VIPs. With Harpa’s auditorium seating 1,800, the evening celebration required two successive events within 4.5 hours, supported by coordinated transport between the cruise harbor and the venue.

Atlantik’s MICE, Turnaround and Shore Excursions teams worked together across venue arrangements, event décor and setup, accommodation, transport and activities ashore. The scope included approximately 500 hotel rooms across Reykjavík, coordination of hundreds of transport vehicles and tailored services for approximately 500 VIP guests, including private jet arrangements and dedicated executive transport. Planning took place amid changing COVID-19 border restrictions and travel warnings, adding uncertainty to an operation that needed to accommodate both thousands of guests moving together and highly individual travel requirements. The assignment brought Atlantik’s event delivery, cruise logistics and destination services together within one coordinated program

Planning took place against a background of COVID-19 border restrictions and travel warnings. For an international event with thousands of invitees, uncertainty over who could travel and under what conditions complicated decisions about accommodation, transport, staffing and guest arrangements.

The challenge was to plan an operation of this size in midst of a pandemic, while travel conditions changed frequently. Arrangements for the main guest groups had to be considered alongside individual VIP itineraries, private jet arrivals and the requirements of the ship’s inauguration. Iceland lifted its COVID-19 border restrictions in February 2022, before the August celebrations, but the uncertainty during planning was a significant part of the assignment.

The timing depended on controlling how guests moved between transport, reception areas and the auditorium. Atlantik worked with the City of Reykjavík and the Police department on temporary intersection closures and traffic management to handle the volume of people and vehicles around Harpa.

Atlantik also handled Harpa’s event décor and setup, including flowers and floral arrangements, furniture and ice sculptures, as well as fire-breathing entertainment.

Approximately 500 of the 3,500 invitees required VIP services, including executive transport and dedicated access. These guests included celebrities, board members, senior press representatives, company leadership and their assistants. Their arrangements ran alongside the main program for the remaining 3,000 guests.

VIP guests travelled to Iceland from around the world, with some arriving by private jet and required services accordingly.

Beyond Harpa, Atlantik’s responsibilities included:

• Individual travel arrangements for approximately 500 VIP guests.
• Several private jet arrangements.
• Approximately 500 hotel rooms across several of Reykjavík’s leading hotels, with
  accommodation arrangements managed by Atlantik.
• Coordination of hundreds of transport vehicles.
• Shore excursions designed to the standard of an incentive travel program.
• Staff logistics and support.
• Special arrangements for the ship’s godmother, Katy Perry, and her family.