Princess Cruises has debuted the line’s first Australian-produced advertising campaign, titled The Moment. The purpose of the ad is the display “the transformative power of a shared holiday experience.”
The campaign, which launched on December 18, is based around a couple sharing a moment in the historic ruins of the UNESCO World Heritage site of Ayutthaya in Thailand, portraying the themes of travel and reconnection.
Developed by MediaCom's specialist division MediaCom Beyond Advertising (MBA), in association with production partners Now We Collide, the new campaign includes television commercials, print, digital, social media, and an online content series.
Princess Cruises marketing manager Nick Ferguson said the company prides itself on being “destination experts,” and that the story of The Moment was created so future guests would get the sense that a cruise would bring them memories; not souvenirs.
The campaign would also include travel documentary-style stories told from Princess Cruises' crew members. The documentary-style advertisements are intended to showcase the cruise ships and the crew (as opposed to the destinations, like The Moment).