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HELPING CRUISERS TO ‘COME BACK NEW’
Princess Cruises needed to reaffirm their position as the leaders in destination cruising and establish their ‘Come back new’ brand promise within the UK market.
Having identified a need to build a deeper connection with their target audience of affluent, meaningful travellers, we opted for ‘in the moment’ travel photography – rather than the somewhat expected destination shots – and emotive copy that put as much emphasis on the destinations as it did the journey.
END RESULT
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“Baber Smith’s creative will enable us to convey Princess as a premium cruise line, and support our mission of providing enriching experiences to over 330 ports of call.”
SOURCE:
SUZANNE KORFF, HEAD OF MARKETING AND COMMUNICATIONS
Our new stripped-back campaign now shines out amongst the competitor’s cluttered ‘more is more’ ads, and by using ‘Come back’ as the precursor for a variety of hero messaging, we seamlessly brought together the experience of being away and the effect of coming back new.
“Baber Smith’s creative will enable us to convey Princess as a premium cruise line, and support our mission of providing enriching experiences to over 330 ports of call.”
SUZANNE KORFF, HEAD OF MARKETING AND COMMUNICATIONS