Background: Sky Suites are a new luxury stateroom category available only on Sky Princess and Enchanted Princess, the brand's two newest ships. It features the largest balcony at sea and a host of exclusive service benefits available exclusively to Sky Suite guests.
The Objective: To create a halo effect for Princess' new ships by driving awareness for Sky Suites as a new ultra-luxurious stateroom, offering unparalleled service and amenities.
The Plan: Utilize Sky Suites as a main message when promoting Sky and Enchanted Princess. Highlight the over 1,000 square foot balcony as a main selling point for the space, creating storytelling opportunities around the design and service elements.
Sky Suites were the slowest selling stateroom category in the first 8 months of Sky Princess being on sale, due in part to there being no imagery of the space.
Development and distribution of renderings, Sky Princess collateral, email comms, key assets for promotion of the Sky Suite, as well as the launch of a completely revamped landing page resulted in in a 49% increase in Sky Suite bookings on Sky Princess over two months. An increase that resulted in Sky Suites being sold out for the entire open for sale season.