Case Study

Princess Cruises


BACKGROUND

Princess Cruises®, catapulted to fame in 1977 with the series “The Love Boat”, is the third largest cruise line in world. It is renowned for its innovative ships with an array of onboard options and an environment of exceptional customer service, and is a recognised leader in worldwide cruising. Owned by Carnival Corporation, Princess Cruises® has a fleet of 17 vessels and carries 1.7 million guests each year.

OBJECTIVE

Develop the marketing for the launch of Princess Cruises in Australia and announce the homeporting of their first ship, Sun Princess®.

CREATIVE AND STRATEGY

The brand was developed in the US, and to launch in the Australian market, Princess Cruises® engaged em because of our substantial travel industry expertise and very long history working with their Cunard brand. They needed an experienced, reliable partner.

The deployment of a ship is a huge investment, so its success was crucial. With 12 months to launch, em developed a “local” look and feel for collateral, localised advertising campaigns, direct marketing and a host of B2B communication to position Princess Cruises® as the cruise line of choice for an over 40’s demographic.

This success led Princess Cruises to commit to a second ship, Dawn Princess® and today Princess has four vessels operating out of Australian waters – Sun Princess®, Sea Princess®, Golden Princess®, Dawn Princess® as well as regular visits by Diamond Princess® and Emerald Princess® over peak times.

IMPLEMENTATION

em has been engaged to provide marketing support throughout the growth of Princess Cruises® in Australia. That has included activities across B2B and B2C markets such as the production of Australian consumer brochures for cruises to Europe, Alaska and America as well as TVCs, videos and digital campaigns for the Australia and New Zealand markets.  The continued success of the brand relies on being able to go to market within short timeframes to take advantage of local opportunities.

Through the growth of Princess Cruises in Australia em has contributed by:

  • Advertising campaigns – B2B and B2C
  • Point of sale and OOH
  • Marketing collateral – brochures for the Australian and New Zealand markets
  • Online training program for B2B – including writing of the first module
  • Direct mail campaigns
  • TVC – editing and voicing
  • Video, recording, editing and voicing – B2B and B2C markets
  • Competitions and promotions
  • Onboard collateral and presentations
  • Digital creative and delivery

ONGOING & MARKETING COMMUNICATIONS

  • Website development
  • Search engine marketing
  • Email marketing
  • Glossy holiday brochures
  • Collateral: newsletters, vouchers and passenger kits
  • Copywriting
  • Brand extensions
  • National advertising
  • Digital asset management
  • Project management
  • Print management

CHALLENGES

The Australian cruising market has had a record-breaking run, reaching its target of one million local cruise passengers six years ahead of target, to become the world’s fastest-growing passenger market (source:  CLIA report May 2015). 

With this growth the challenges of ensuring the Princess® brand can continue to grow and achieve their share of sales is as important as ever.  

CLIENT QUOTE

I’ve worked with EM for over 5 years and we have been delighted with the quality of everything produced and the helpfulness and professionalism that all EM staff show. We have tough deadlines to meet for our advertising and EM is always able to turn things around quickly for us.

Nick Ferguson, Marketing Manager, Princess Cruises®



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