Background: Princess Cruises partnered with Oscar, Grammy and Tony award-winning composer, Stephen Schwartz to bring four new production shows onboard their ships. 

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Magic to Do is a Broadway-caliber spectacular of song, dance and incredible visual effects. It features some of Stephen's greatest songs as well as a brand new number created exclusively for Princess. 

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The Objective: To position Princess as an industry leader with world-class entertainment 

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The Creative: Magic To Do was the first of the four productions. To promote the show we created:

• 60-Second Video Trailer

• Show Poster

• Onboard Playbill

• Landing page on princess.com

• Email deployed to past passengers and prospects

• Travel agent materials (eflyer)

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Onboard Media Event: An event was held onboard Crown Princess for the media to be able to view the show as a guest would. The turnout was fantastic and the show was a huge hit. Garnering placements in articles in Associated Press, Variety, Los Angeles Times, numerous Broadway and theatre publications, cruise and travel trade publications and many more.

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