Cruise

Princess Cruises first Australian-produced brand campaign launches

B&T Magazine

 In partnership with Princess Cruises, MediaCom’s specialist division MediaCom Beyond Advertising (MBA) has released the cruise line’s first Australian-produced brand campaign, showcasing the transformative power of ‘The Moment’.

Developed locally in association with production partners Now We Collide, TVCs, print, digital, social media and an online content series will be distributed across Princess Cruises’ owned and paid channels.

Launching today, ‘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.

Andrew Da Silva, head of The Travel Team (T3) at MediaCom said, “Our team is full of dedicated experts in the travel industry and this beautiful piece of work showcases the strength of our full-service offering across creative and media.”

Shelby Craig, regional group creative director of MediaCom Beyond Advertising said, “We knew we had to bring the essence of the Princess brand to life in a way would appeal to first-time cruisers and discovered that Princess’s incredible destinations were the single biggest draw to captivate them. We also realised that when people go on holidays and travel around the world, they come back home and talk about a memory as 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, for us, it is this emotion and passion for that moment which really captivated us.”

Nick Ferguson, marketing manager at Princess Cruises Marketing said, “Princess prides itself on being destination experts, immersing guests in the hundreds of locations our ships visit worldwide each year. We want our guests to return home with memories instead of souvenirs, and we think we’ve captured that sentiment with this campaign.”

The story of ‘The Moment’ was crafted so future guests could feel the positive and lasting impact that cruising with Princess offers and inspire them to embark on their own transformative journey. The best way to highlight this was through shared moments that capture Princess’ belief in discovery through awe-inspiring experiences.

Princess Cruises has some of the highest rates of return cruisers in the industry and at the centre of this satisfaction are the passionate crewmembers. In addition to the TVCs, print and digital, MBA will be rolling out emotive travel documentary style stories in the New Year told from the hearts of Princess Cruises Crewmembers.

‘The Moment’ launches today and will be progressively rolled out across TV, social media and digital platforms throughout 2016 and 2017. MediaCom is part of WPP AUNZ, Australasia’s leading marketing content and communications group.



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