Princess Cruises unveils advertising campaign targeting working females

Princess Cruises announced its latest digital advertising campaign called “Time Back” that targets specifically the working female.In an official statement, the global cruise and tour company said it is taking a different approach by bringing across the idea that cruising is not all about the hustle and bustle of activities onboard, but rather an enriching holiday experience through pampering ourselves, gaining new perspectives, learning a new skill or hobby and reconnecting with our loved ones.“For this campaign, we are using Diamond Princess to target the female audience because we find that this market segment is still largely untapped, so there is a huge potential to grow,” said Charmaine See Thoo, public relations and marketing manager of Southeast Asia at Princess Cruises.She added that the “Time Back” campaign is targeting a younger age group, specifically working women who are leading stressful lives: “Women are increasingly using digital media, hence we created content in video format and also offer stress-buster tips on digital media platforms to connect with our target audience.”As part of the campaign, the company said it will be leveraging on its Japanese spa facilities onboard its Diamond Princess cruise ship, which will be homeporting in Singapore for the first time in November this year.Diamond Princess has been homeporting in Japan for the past two years after undergoing a US$30 million refurbishment in Singapore to install Japanese-themed facilities onboard, and offers the largest Japanese bath facilities at sea, according to the company.“We have the Izumi Japanese Bath, which is the largest Japanese bath at sea in the world, and other facilities designed after the famous spa and bath features that Japan is world famous for.  We are confident that these will be well-received by consumers here as they are always looking to try new things,” Director of Southeast Asia at Princess Cruises, Farriek Tawfik said.Izumi includes two indoor areas with female and male exclusive areas and one outdoor hydrotherapy pool styled after the famous traditional public baths of Japan. Guests can also unwind in one of the four heated whirlpools, or relieve the tension in their neck and shoulders as the pressure of the waterfalls work its magic.This will be Princess Cruises’ launch of its third season in Singapore with Diamond Princess that will run from 29 November 2016 through 16 March 2017. Some familiar Southeast Asia destinations will be covered - such as Bali, Lombok and Ko Samui, as well as a maiden call at Kota Kinabalu for this season.