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Dream Cruises invites travellers to dream with the mermaid

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Breaking free of your boundaries to reach for your dreams, is the bold and imaginative theme of ‘The Mermaid’s Dream’, a new campaign for the brand launch of Dream Cruises, the first-ever Asian luxury cruise line.To promoting its leisure-cruise proposition in a relatively nascent cruise market in China, Dream Cruises has taken the iconic mermaid of its logo and weaved around her a “fantastical” storytelling creative conveying the “inspirational” nature of its onboard experiences that promise to bring dream vacations to life for its guests.Inspired by the dramatic hull artwork of Chinese pop-artist Jacky Tsai which adorns the hull of Dream Cruises’ inaugural ship Genting Dream, the campaign features an emotive love story between a mermaid and an astronaut.https://www.youtube.com/watch?v=EbZax4-WQ9M&feature=youtu.beThe campaign, developed by Leo Burnett China, features a visually striking brand advertisement and video commercial using space cinematography and computer generated 3D graphics aimed at the “emerging generation” of independently-minded affluent leisure travellers looking for sophisticated new luxury vacation experiences.Eric Leong, vice president, brand marketing and communications of Dream Cruises said: “To differentiate our brand as unique in the market, we wanted to dream big so we adopted a bold and memorable storytelling approach that stands out from the competition, breaking away from traditional brand commercials in the sector that invariably present a cruise ship video tour.”The commercial will air as 30-second and 15-second spots on traditional and online broadcast channels, supported by an integrated print, outdoor, digital and social media campaign, with an extended minute-long ‘mini-film’ version of the epic being released at a later date.

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