McKinney and Norwegian read auras, inspire travel destinations for fliers - McKinney

McKinney and Norwegian read auras, inspire travel destinations for fliers

July 29, 2016

Aura Reader uses pulse, temperature and facial point detection technology

NEW YORK, NY July 28, 2016 — Norwegian and its new agency partner McKinney will engage travelers with recommended destinations that match their true colors. Launching in Los Angeles at Santa Monica Place on July 28 from 11 AM – 7 PM and at Fort Lauderdale’s Aventura Mall on August 5 from 10 AM – 9 PM, Norwegian’s Aura Reader will delight visitors with a suggested vacation in London, Oslo, Copenhagen, Paris or Stockholm and surprise some with free tickets to get there.

In partnership with Boeing, the campaign celebrates Norwegian’s new 787 Dreamliner fleet and the airline’s nonstop service to five European destinations from both Los Angeles and Fort Lauderdale. Using biometric data such as pulse and temperature, the Aura Reader will identify those with pink, orange, yellow, green, or blue auras. For example, those with a yellow aura are most often studious types who love to get their neurons firing at museums and on tours. To match their natural energy, the Aura Reader would suggest a visit to historic London, England.

The machine will be available to the public in both cities and uses a sensor to read their auras. A “ticket” is printed on the spot to their ideal destination; for a few lucky travelers, that ticket may be real.

To ensure that nobody gets a case of FOMO, starting July 28, users can visit to have their aura read and be entered to win a pair of free flights to Europe. Unlike the machine that reads a user’s temperature and pulse, the website relies on sophisticated facial point detection technology to create a complex map of unique facial microexpressions. A “facial map” is analyzed using an algorithm to determine users’ emotional makeup. Then, their unique sentiment is compared to the spectrum of aura possibilities, and, voilà, auras (and matching destinations) are revealed.

“The Aura Reader is a uniquely captivating experience that personifies the spirit of wanderlust,” said Ben Kaufman, Norwegian’s Marketing & PR manager. “In proud partnership with McKinney and Boeing, we’re able to showcase our expansive route network and passenger-forward approach to long-haul travel in a way that recognizes and celebrates the diversity of both our customers and destinations.”

McKinney Managing Director Kerry Fitzmaurice explained, “We wanted to honor Norwegian’s heritage by playing upon the famous Northern Lights in a surprising and engaging way. We created the Aura Reader to show that each of us possesses this enchanting glow. Every person’s aura is unique and expressive, just like the many locations to which Norwegian flies.”

Flights to Europe also depart from Boston, Las Vegas, New York City, Oakland/San Francisco and Orlando and can be purchased online at

About Norwegian

Norwegian is the world’s sixth largest low-cost airline and carried 26 million passengers in 2015. The airline operates more than 400 routes to over 130 destinations in Europe, North Africa, Middle East, Thailand, Caribbean and the U.S. Norwegian has a fleet of more than 100 aircraft, with an average age of 3.6 years, making it one of the world’s youngest fleets. The International Council on Clean Transportation (ICCT) named Norwegian the Most Fuel-Efficient Airline on Transatlantic Routes. Norwegian was named the World’s Best Low-Cost Long-Haul Airline by the renowned SkyTrax World Airline Awards in 2015 and 2016, and for the fourth consecutive year, Europe’s Best Low-Cost Airline. Norwegian employs 5,500 people. The airline offers 40 nonstop routes from the U.S. to London, Paris, Scandinavia and the Caribbean. Follow @Fly_Norwegian on Twitter, join the discussion on Facebook and keep up with our adventures on Instagram. For more information on Norwegian and its network, visit

About McKinney

Founded in 1969, McKinney focuses on delivering creativity that drives extraordinary results. The agency’s work has been recognized by Cannes, Effie, The One Show and The One Show Interactive, ANDY, Art Directors Club, CLIO, D&AD and the IAB MIXX Awards. An Advertising Age 2015 Agency to Watch and one of the Best Places to Work in Marketing and Media, McKinney works with the following clients: Samsung, ESPN, Sherwin-Williams, CarMax, Crocs, TuneIn, Sennheiser, Mentos, Big Boss Brewing, Dognition and Urban Ministries of Durham. The agency is part of Cheil Worldwide, one of the world’s leading marketing communications networks with 49 offices in 44 countries. Operating as one agency with two doors, McKinney has offices in Durham, North Carolina, and New York City. To learn more, visit, follow @mckinney and subscribe to Socializ’d, our Monday newsletter covering what happened in social media the week before.