Published on : Thursday, February 21, 2019
Princess Cruises today launched its first advertising campaign written and produced specifically for its international markets, titled “Princessa.” It showcases the most popular worldwide cruise destinations offered by Princess Cruises through a beautiful storytelling moment of a multi-generational family onboard.
Campaign elements include a 2 1/2 minute short film, 30-second TV and OTV spots, and a dynamically-translated microsite where site visitors can participate in a short quiz to learn their travel personality and view itineraries for recommended travel destinations.
This year is a perfect time for international guests and first-time cruisers to cruise to Alaska with Princess Cruises. The leading cruise line in Alaska is celebrating 50 years of sailing to the Great Land by introducing new entertainment, shore excursions and culinary offerings to mark this significant milestone.
“We’re proud to have homeported in Asia since 2013, growing to be the number one cruise line in markets like Japan, Taiwan, and China,” said Ryan Barton, Princess Cruises International Marketing Director. “‘Princessa’ marks the first campaign created uniquely for our international and emerging markets, highlighting our global fly-and-cruise destinations. 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.”
Through a heartwarming narrative, the “Princessa” film centers on a storytelling moment between a family’s granddaughter and grandfather as they journey from Australia, to Europe, to Alaska and ultimately fall in love with the world onboard a Princess Cruises cruise ship. Widely considered one of the best vacation options for multigenerational families, Princess Cruises is celebrating its fourth year of an exclusive partnership with Discovery™, offering immersive Discovery at SEA experiences.
Filmmaker James Seale shot and directed the commercial, which was written and produced at Princess Cruises. Jordan Critz — an American award-winning composer and songwriter — wrote the film’s original score. The campaign’s print images were shot by French photographer Nico Therin.