The campaign, titled "Princessa” aims to showcases the popular worldwide cruise destinations offered by Princess Cruises through a film pivoting around a multi-generational family onboard. Filmmaker James Seale shot and directed the commercial, which was written and produced in-house at Princess Cruises.
The campaign also includes 30-second TV spots and a dynamically-translated micro-site (that includes Chinese, Japanese, Korean and Indonesian) where site visitors can participate in a short quiz to learn their travel personality and view itineraries for their recommended travel destination.
In a statement to Marketing, a spokesperson said that each market has a different media plan for its marketing efforts. Majority of the markets have outdoor TV in conjunction with roadshows and/or social amplifications such as through social media channels. This also includes electronic mailers or friendly key opinion leaders.
Visitors to the microsite can also participate in a contest to win a free Alaska cruise for two guests in a suite stateroom with Princess Cruises, as well as free roundtrip airfare from their home country in Asia to Seattle to embark the ship. This year, the cruise is also celebrating 50 years of sailing to the Great Land in Alaska by introducing new entertainment, shore excursions and culinary offerings to mark this milestone.
“This campaign speaks to the heart of Asian families as they love to go on holiday together, representing the multi-generational travel that is on the rise in Asia. Cruising is perfect for families as it is convenient, saves time and cruising ensures that everyone has the perfect activities to enjoy onboard and on-shore thereby also increasing bonding time amongst family members,” Farriek Tawfik, director Southeast Asia, Princess Cruises said.
Ryan Barton, Princess Cruises international marketing director said that "Princessa" marks the first campaign created uniquely for its international and emerging markets, highlighting its global fly-and-cruise destinations.
"We're proud to have homeported in Asia since 2013, growing to be the #1 cruise line in markets such as Southeast Asia, Japan, Taiwan, and China. Princess Cruises is a global destination leader, and through this touching multi-generational story, we see destinations come to life through the eyes of a little girl," he added.