PRINCESS
ESCAPE COMPLETELY

PRINCESS
ESCAPE COMPLETELY

Princess Cruises expanded their fan base while becoming a popular destination for cruisers on Facebook.

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PRINCESS
ESCAPE COMPLETELY

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PRINCESS
FACEBOOK TRIVIA

PRINCESS
FACEBOOK TRIVIA

An engaging trivia sweepstakes on Facebook had over 22,000 people participating in the hopes of winning a free cruise.

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PRINCESS
FACEBOOK TRIVIA

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PRINCESS
BUCKET LIST

PRINCESS
BUCKET LIST

This Facebook contest encouraged users to submit YouTube videos of their favorite travel destinations for a chance to win their dream vacations.  

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PRINCESS
BUCKET LIST

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PRINCESS
DESTINATION BANNERS

PRINCESS
DESTINATION BANNERS

Banners with embedded vides featuring some of Princess’ most majestic destinations, outperformed the industry average by 60%. 

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PRINCESS
DESTINATION BANNERS

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people

THE CONSUMMATE HOST

In 2008, with a tanked economy and competitors simultaneously ramping up ad spends and cutting fares, Princess Cruises was looking at half-empty sailings for the first time in their almost-50-year history. Despite Princess’ strong brand recognition among cruisers, consumers couldn’t identify how Princess stood out among the competition. So, with insight and progressive thinking, they were willing to make a bold move and go from a more traditional marketing strategy to a 100% digital one. This was a high gamble in the travel category, but they had us to guide them through it. 

world

STORMY SEAS

Today’s economy poses many challenges for vacationers. With so many Americans having to cut expenses, escapes to far away lands took a back seat to more prudent “staycations” within their own ZIP codes.  What was once believed to be a necessity quickly became a luxury most people couldn’t afford.  
 
Couple this with a few unfortunate events in the cruising industry, such as H1N1 breakouts and hostile environments in key destinations, and we definitely had our work cut out for us. 

fire

100% DIGITAL

After a deep-dive study of various demographics in the travel category, we encouraged Princess to focus their efforts on existing cruisers, rather than try to convert non-specific travelers. We converted potential cruisers to actual cruisers, repeat cruisers into brand advocates and enticed those on competing cruise lines to jump ship. To stimulate the consumer target, we combined Princess’ brand pillars to deliver one big brand promise: Escape Completely.
 
The media strategy repeatedly reached consumers at built-in touch points; that is, while they were already in the process of researching potential trips. Focusing on Alaska, the Caribbean and Europe, we highlighted enticing savings and calls-to-action that easily let consumers click and book their reservations online.
Facebook campaigns and contests took advantage of a pre-existing, active fan base and gave cruisers a place to share stories, connect with each other, and get excited about future trips. Our creative evoked a sense of calm and relaxation that drove home the brand promise that with Princess Cruises it was all about complete escape.
 
With the transition from traditional to digital—and by leveraging the big idea—we were able to decrease Princess’ marketing spend and increase booking rates by utilizing and optimizing the digital channels and social space. With strategic thinking and world-class creative, Ignited helped Princess transform cruisers’ dreams into true adventure.