Background: Princess Cruises partnered with Oscar, Grammy and Tony award-winning composer, Stephen Schwartz to bring four new production shows onboard their ships.
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.
The Objective: To position Princess as an industry leader with world-class entertainment
The Creative: Magic To Do was the first of the four productions. To promote the show we created:
60-Second Video Trailer
Landing page on princess.com
Email deployed to past passengers and prospects
Travel agent materials (eflyer)
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.
Magic To Do
MEDIA EVENT RESULTS
$1,775,498 ad equivalency