Princess Cruises is promoting the revitalising and positive impacts cruising can have on everyday life, with a new online video campaign.
Launched this week, the series is an evolution of the cruise line’s ‘Come Back New’ campaign, which kicked off last year.
As the line’s first Australian-produced advertising campaign, the videos feature real guests sharing their stories of mateship, family life and major life events.
According to the cruise line, using ‘evocative and emotional videos’ is designed to inspire viewers with thoughts of travel and reconnection.
So far, the line has uploaded three Come Back New Stories to its Youtube page each telling a different tale.
The first video ‘Discover New Zealand with Princess Cruises’ (above) tells the story of old besties Bob and Vince. The two say they hadn’t seen each other years and decided over a phone catch up that they would rekindle the friendship on a cruise from Sydney to New Zealand.
Aside from experiencing New Zealand’s natural wonders, the two emphasis how the cruise helped them reconnect and create new memories.
Video two ‘Discover Australia & Asia with Princess Cruises’ (above) targets families, particularly teens.
The Ryan family – made up of father Jeff, mother Bente and children Lisa and Tim – cruise to Bali on Diamond Princess to celebrate Jeff’s 50th birthday.
As a first time cruiser, Tim says he was surprised by the the diverse activities available onboard, while Bente enjoyed the ‘gentle’ pace of the cruise.
The third video follows husband and wife Gary and Michelle Leaney as they celebrated their 28th wedding anniversary.
The trip was a surprise cruise to Queensland and showcased the romantic elements to cruise from activities that can be enjoyed together and intimate dining experiences on the ship.
Princess Cruises’ local marketing manager Nick Ferguson said the line wants old and new cruisers to watch the videos and see the ‘real-life and positive’ experiences gained during a Princess Cruise.
The series launched today and will be progressively rolled out across social media and digital platforms until 31 March 2015.
Princess is the latest cruise line to step up its direct to consumer marketing in Australia, particularly through video.
Next time you sit down to catch the latest episode of your favourite TV show pay attention to the commercials and especially keep and eye out for the big ships – they’re slowly taking over the small screen.
In December last year, Royal Caribbean launched its first series of TV ad campaigns on Australian TV.
The campaign was made up of three videos running for 60 seconds, 30 seconds and 15 seconds.
Each video highlighted the ‘Royal Caribbean difference’ by showcasing the line’s focus on entertainment and dining.
Check out one of the campaigns above.
https://www.youtube.com/watch?v=NGDG93_WFjg
Meanwhile, towards the end of last year P&O Cruises completely revamped its marketing with the new multi-channel ‘Like no Place on Earth’ campaign that aims to convert ‘Earthlings’ into ‘Cruiselings’.
The narration “We come from a world called Dawn, Jewel, Pearl, Eden and Aria and we’re free in ways you Earthlings dream of” is supported by images of cruisers enjoying a late night cruise party, enjoying diverse dishes and running on the deck.
Check out the video above. In fact, compare it with the P&O ad below, which was created in the 80s.
Do you remember the ‘Take Me Away’ jingle (take me away officer, kind sir)?
The ad is incredible because it shows how the cruise industry has evolved over the years (particularly in the entertainment department), while still maintaining a spirit of family and fun.