Targeting the fast-growing Chinese cruise travel market, Princess Cruises has launched a new campaign with a micro-movie, bringing audience to search for a real princess onboard.
The short film featured a stylish young couple, played by Chinese supermodels Wangzhu Xiaoyin (Rojam Wang) and Peibei (Emma Pei), kicking off their romantic adventure throughout the ship’s many luxurious facilities to discover if there’s a real princess aboard.
The film concludes with the couple meeting up romantically under the starry sky, realising it’s they who are the real prince and princess aboard this ship.
“Rather than only using TV commercials, we wanted to create a journey worth taking, with all of the hallmarks of a movie” said Cia Hatzi, McCann Worldgroup’s Shanghai-based regional business director.
“By using film, we were able to create this luxury world within a world on board the ship showing how, at every stage, Princess goes the extra mile in delivering world-class experiences for its passengers.”
David deMerlier, vice president, international marketing for Princess Cruise, said Chinese cruise travel is becoming increasingly popular and rapidly growing, as the China Cruise & Yacht Industry Association has predicted that the number of Chinese mainland consumers who will embark on a cruise will reach one million for the first time in 2016.
“Princess Cruises new positioning ‘The Global Travel Master’ is our guiding principle, our experience and our standards,” added deMerlier. “It highlights our expertise in bringing ‘the best of the world’ experience to the Chinese consumers.”
In addition to the short film and both 30-second TV commercials and 15-second teasers, the campaign also includes digital, Wechat moments, LEDs, and billboards.
Client: Princess Cruises
Campaign: “Searching for the Princess” micro movie
Agency: McCann Shanghai
Creative Director: Sheng Jiansong, Jiang Qian
Regional Business Director: Cia Hatzi
Production House: Meridian Content
Film Director: BO KRABBE