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.
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.”
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