Sky Princess
Sky Princess Overview Video
For the month of January 2019, the Sky Princess Overview Video was the top performing Facebook post on the PCL Facebook page, garnering 5,694 engagements (6.5x the brand average).
Sky Princess Culinary Story
Video created for a press event to tell the story of Sky Princess culinary to North American media.
Ship Renderings
Background: Princess Cruises has three new Royal Class ships currently under construction and two next generation ships on order, for a total of five ships launching in the next six years. Sky Princess will debut in 2019 and Enchanted Princess in Summer 2020. These ships represent an evolution of the Royal Class, offering the very best of their sister ships—Royal Princess, Regal Princess and Majestic Princess—with new innovations in dining, entertainment and relaxation. They are also the first two vessels designed from the very beginning with Princess MedallionClass, a seamless, personalized vacation experience powered by the complimentary OceanMedallion.
The Objective: Communicate the launch of our upcoming Royal class ships to drive bookings for increased capacity, tell the Princess growth story and sustain awareness for future new builds.
The Challenge: Differentiating Sky Princess and Enchanted Princess from each other, creating unique stories for each ship, while also maximizing marketing efforts by promoting both ships when possible. Simultaneously, several competitor cruise brands are also launching new ships so differentiating Princess new ships from competitor cruise brand new ships was also a need.
The Plan:
• Utilize the Sky Suite story to create a halo effect for our new ships
• Feature new renderings to highlight new and redesigned ship venues/software stories
• Re-promote Royal class ship exclusive features and experiences
• Incorporate new build messaging within all communications referencing 2020 Europe and 2020 Caribbean
• Utilize new ships as a lead in for itinerary driven email communications to drive new ship sales
Trade Brochure: The goal was to create a print brochure that would tell the story of our two new ships. It needed to be both visually stunning and convey a premium product, while also serving as a sales tool for travel agents to share with their clients. This piece is a five-panel roll fold brochure with a folder pocket that includes bi-fold deck plans for each ship. The creative is themed to include a beautiful contrast of the night sky exterior and day sky interior. Layout focuses on large imagery with short descriptions of key venues and key selling point headlines. A soft touch exterior paired with spotUV on the ship rendering adds a premium feel to the piece while ensuring the ship really stands out.
Result: Orders of this brochure exceeded average monthly usage of most other support collateral by 30%.
Email: Tested first name image personalization on a Sky Princess video email.
Result: Almost 30% click rate, with 55% of users engaged for 15+ seconds. Above average conversion rate.
Email: Promoted Princess growth story with a video about a three ship new build event taking place at the ship yard
Result: Drove over 57,000 web visits in a single weekend
Email: Launched Sky Suites with an email featuring the first renders of the space and a fly through video.
Result: In the two months following this email deployment, Sky Suite bookings increased 49%, selling out for the entire open sailing season. See full Sky Suite story here.
Travel Agent Eflyer
Full color, double sided one-sheeter highlighting the best of Sky Princess. Includes editable field for agents to be able to input their contact info before emailing or printing for their clients.
Result: Over 3,000 downloads when first released on OneSource
Web
Revamped Sky Princess landing page on princess.com to include more imagery and greater detail.
Once page was revamped, utilized a homepage banner, digital retargeting and email to drive traffic to the new page.
