MediaCom’s specialist division, MediaCom Beyond Advertising (MBA), has unveiled Princess Cruises’ first Australian-produced advertising campaign which uses real life passenger stories to promote a cruise holiday.
Developed locally by Princess Cruises in association with MediaCom’s MBA division and Parliament Films, the online video campaign is the first to use real guests, and is an evolution of the cruise line’s ‘Come Back New’ campaign launched in 2014.
Launching today, the ‘Come Back New’ Stories are designed to inspire viewers with thoughts of travel and reconnection. Created to drive advocacy among past passengers, the three-part series showcases the ship, the destination, and the Princess Cruise brand pillars.
The ‘Come Back New’ Stories can be viewed here.
Gemma Hunter, executive creative director and Head of MBA said: “We love to get to the heart of a story and enable the viewer to really feel the raw emotion of those we are spending time with on screen. These beautiful films let you inside the lives of families and long-term, strong friendships, showing how time spent together with Princess Cruises is truly transformational.”
Princess Cruises marketing manager Australia & New Zealand Nick Ferguson said: “We wanted our past and future guests to see the real-life, positive impact that our cruisers experience during a holiday with us so they can be inspired to take their own transformative journey with Princess Cruises. The best way to highlight this was by sharing stories that show how real travellers transformed while cruising on one of our ships.”
The series launched today and will be progressively rolled out across social media and digital platforms until March 31st 2015.