'Princessa' showcases the line's most popular worldwide destinations with a multigenerational family's storytelling moment during a cruise.
Film, TV spots, microsite
Campaign elements include a 2.5-minute short film, 30-second television spots and a dynamically translated microsite (that includes Chinese, Japanese, Korean and Indonesian) where visitors can participate in a short quiz to learn their travel personality and view itineraries for their recommended travel destination.
Win a free cruise
Visitors to the microsite can also enter a contest to win a free seven-day Alaska cruise for two in a suite plus round-trip airfare from their home country in Asia to Seattle to embark the ship. The contest ends March 20.
'This campaign speaks to the heart of Asian families as they love to go on holiday together, representing the multigenerational travel that is on the rise in Asia,' said Farriek Tawfik, director, Southeast Asia for Princess. 'Cruising is perfect for families as it is convenient, saves time and ensures that everyone has the perfect activities to enjoy on board and on shore, thereby also increasing bonding time amongst family members.'
50 years in Alaska
Princess is also touting this year as a perfect time for international travelers and first-time cruisers to visit Alaska. The line is celebrating 50 years of sailing to the Great Land by introducing new entertainment, shore excursions and culinary offerings.
'We're proud to have homeported in Asia since 2013, growing to be the No. 1 cruise line in markets like Southeast Asia, Japan, Taiwan and China,' said Ryan Barton, international marketing director for Princess. '"Princessa" marks the first campaign created uniquely for our international and emerging markets, highlighting our global fly-and-cruise destinations. Princess Cruises is a global destination leader, and through this touching multigenerational story, we see destinations come to life through the eyes of a little girl.'
Falling in love with the world on a Princess ship
The 'Princessa' film centers on a storytelling moment between a family's granddaughter and grandfather as they journey from Australia to Europe and Alaska, and ultimately fall in love with the world aboard a Princess ship.
Filmmaker James Seale shot and directed the commercial, which was written and produced in-house at Princess Cruises. Jordan Critz, an American award-winning composer and songwriter, wrote the film's original score. The campaign's print images were shot by French photographer Nico Therin.
The 'Princessa' film can be viewed here. It has been translated for use in 21 countries.
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