Princess Cruises - Grand Designs brand partnership
A new way to introduce
With the newest and largest Princess Cruises’ ship ever to visit Australia, Majestic Princess was due to arrive later in the year for her inaugural Australian season. So, to introduce this incredible ship to the Australian audience, we partnered with Grand Designs Australia and Facebook to give our audience a unique insight into a truly international world class ship through the familiar format of Grand Designs and their host Peter Maddison.
Grand Designs Offshore was created as an unique brand partnership in a digital series that explored incredible design, both on land in stunning locations, and at sea. Across the series Peter, the host, met the crew who brought the Majestic Princess to life, and reveal how it can create a memorable journey for the meaningful traveller. Over the 4 part series Peter, goes behind the scenes to unveil the intricacies involved in the design of Princess Cruises’ 143,000-tonne 330 metre-long flagship mega liner, Majestic Princess.
Given the need to communicate both brands, as well as heroing the Majestic Princess ship, MediaCom’s Content team looked to Kantar Millward Brown’s Link for Digital solution to assess opportunities to optimise the content to cut through the Facebook Newsfeed and connect with the Princess Cruises target audience.
Using Eye Square technology, respondents’ behavioural data was captured to help understand where the drop off points for each piece of content was and how the videos could be optimised to keep hold of viewer engagement and drive further clarity of the aim of the series.
We produced a distinctive campaign that drove awareness, consideration and intent with the meaningful traveller. The campaign proved that a unique story telling approach combined with a mobile first strategy delivered amazing results for Princess. Targeting the true curiosity of our audience, the creative was inspirational and visually gorgeous.
The Results
The campaign reached 2.1 M Meaningful Travellers across Facebook and Instagram over 11 weeks. It introduced a new way of telling the Princess story across Facebook and Instagram and drove connection with meaningful travelers helping to distinguish the Princess brand in the Cruise category.
100% hero video views = 45,000 mins spent with the brand,
95% hero video views = 61,000 mins spent with the brand,
over 275,000 clicks, drove 539 bookings, resulting in $2.4 million in revenue,
with an average CPC (cost per click) of $1.09
The campaign smashed all Travel and APAC norms, cut-through at almost 4x the Travel norm, consideration at 6x the Travel norm, Intent at 11x the APAC norm.
Also Facebook's Brand Lift solution uses a gold-standard of experimental design in measuring the impact of advertising on brand awareness. The campaign drove an impressive 31 point lift in ad recall for Princess. An uplift of 15 points was seen in intent to consider Princess Cruises when buying a cruise at the top two box level. A 14 point lift was seen in intent to buy a Princess Cruise holiday in the next year at the top two box level.
The campaign proved that a unique story telling approach combined with a mobile first strategy can deliver amazing results for Princess. We produced a distinctive campaign that drove awareness, consideration and intent with meaningful travellers.