making service memorable
differentiating a brand in an emotional way
For Princess Cruises 2019 campaign we were asked to create a campaign that demonstrated the level of service experienced by their guests. Plus introduce Australia to their newest and most luxury ship Majestic Princess. The objective of this campaign was to differentiate Princess in the cruise category, drive awareness across a year-long traditional and digital campaign and drive an increase in sales demand for this stunning new ship.
‘Symphony of Service’ is a timeless and elegant showcase of the world-class service one can experience at sea with Princess. Set on-board the Majestic Princess; the newest and largest ship to sail out of Australia, the story extends much further than introducing a world-class vessel with state of the art features, the narrative unveils to show how the soul of this beautiful cruise ship comes to life through the warmth, dedication and personalised attention to detail of the crew.
The alluring story features interactions from the crew as they create memorable moments for their guests everyday.
The classical and symphonic music featured classical musicians (a violinist and cellist) that regularly perform with the Sydney Symphony Orchestra. The composition effortlessly glides from scene to scene towards a crescendo in The Atrium, the heart of the ship.
Hypnotic and powerful, everything and everyone is working in harmony to deliver the Princess promise that when you return home, you’ll return not with suitcases full of souvenirs, but with memories that are everlasting.
Above all, the Symphony of Service promises that you’ll come back new.
The symphony captures the subtle and understated service story in a way that naturally reflects the unique attitudes and behaviours of over 1300 crew on-board Majestic Princess. The attention to detail, craft and care that anticipates guests every move is the driving force behind creating magical experiences.
The campaign included a hero 60 second edit with 5.1 sound, cut specifically for a cinema release targeting an older skewed demographic. Supported with a year long TV campaign with a 30 second edit, 15 second cut-down for brand awareness, retail edits to drive consideration later in the year.
Supporting this was both a print campaign and social campaign including 1:1 edits of the hero video, cinemagraphs for Instagram and stills for Facebook carousels.