Magic To Do
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.
MEDIA EVENT RESULTS
$1,775,498 ad equivalency