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.