Princess cruises - moments campaign
talking to ‘new to cruise’
To bring the essence of the Princess brand to life to appeal to first-time cruisers we needed to captivate them with Princess’s incredible destinations. We realised that when people go on holidays and travel around the world, they come back home and talk about a memory as a singular experience, and whether it is the perfect meal on the balcony as the sun dives beneath the ocean or stumbling upon the ancient ruins of the Siamese Empire, it is this emotion and passion for that moment that endures.
‘The Moment’ captures the essence of wanderlust and discovery defined powerfully and simply by the singularity of a unique experience. At a time when travel means so many different things to people, the one thing that remains constant is the potential to reconnect through a shared moment. Based around the story of a couple sharing a moment set against the historic ruins of the UNESCO World Heritage site of Ayutthaya in Thailand, the campaign draws on the themes of travel and reconnection to underline Princess’ destination expertise.
Production Partners: NowWeCollide
Director: Ed Copestick
Sound: The DA's Office
Campaign print example
Campaign digital launch
Results
South East Asia bookings up 48% since the year prior.
Total bookings up 22% since the year prior.
A new wave of cruisers experienced their own moment.
“Loved every moment on Princess”