Princess Cruises | Come Back New
A global brand talks to Aussies in their language
Launch Princess Cruises global brand positioning of ‘come back new’ to an Australasian audience
The campaign became a success in North America however the messaging wouldn’t translate for cruisers in Australia who seek out more regional and culturally relevant experiences. MBA knew we needed a uniquely Australasian appeal to resonate in the region.
We filmed and produced three unique and unscripted stories that capture what going to sea with Princess Cruises is all about.
We travelled to New Zealand, Indonesia, The Northern Territory and The Whit Sundays allowing our stunning locations and intriguing characters to take centre stage. The rise in our target audience’s use of social channels and their willingness to share and engage with brands, coupled with the power of advocacy and peer recommendation within travel resulted in the creation and distribution of quality content that centres around emotional drivers for prospective Princess passengers.
‘Come back new’ stories strike a chord with Aussie cruisers
The online series received over 428,000 views on YouTube and resulted in 43% increase in spontaneous brand awareness, 9% increase in consideration and a 28% decrease in non-consideration. The films were emotional, personable and connected with an audience who understand what cruising really means. A comment from the Princess Cruises YouTube channel reads; “THIS is the way to advertise what going to sea with Princess is all about.. Being with your mates or loved ones and sharing the days and nights at sea is what it is all about.. Thanks Princess”