SITUATION

There was a perception that all cruise technology and experiences are the same.

BRIEF

To show that Princess technology makes our cruise experience better than other cruise lines.

OBJECTIVES

To use a feature/benefit of our wearable Princess Medallion technology to demonstrate and build awareness of how Princess Cruises is better than the competition in a relatable human way.

A man's feet slowly walk down a hallway within a Princess cruise ship. Voiceover asks the question, "Why would you ever need a cabin door that unlocks itself?" The camera pans up to reveal that the man is carrying his two sleeping toddlers back to their cabin. The voiceover answers "That's why." The cabin door unlocks for him and he quietly slips inside without missing a beat.

Again, our goal was to build awareness around the Princess Medallion – a proprietary wearable device that facilitates exclusive services ranging from food and drink delivery to helping passengers locate family and friends onboard.

The challenge was that many travelers considered cruise experiences and technology to be undifferentiated. We needed to change that and connect with people emotionally.

A success story: The MedallionClass Moments campaign garnered over 8MM impressions with a reach of over 4.5MM spanning paid social and digital video. In a crowded category, we were able to strike an emotional chord, achieving almost 1MM video views - Princess’ highest engagement campaign of 2023 - and capturing over 2.5 million views on YouTube.

This campaign drove business and bookings - helping Princess book their highest number of annual guests (1.7MM), reaching record brand search (+119% YOY) and helping differentiate the brand with +7ppt brand favorability.