'Princessa' is a new short film launched by Princess Cruises that aims to engage an Asian demographic of explorers. Set to run across 10 Asian Markets -- Singapore, Malaysia, Indonesia, Japan, China, South Korea, Hong Kong, Taiwan, Vietnam and Brunei -- the campaign follows a little girl whose grandfather tells her an enchanting story about travel and discovery.
The charming story takes place aboard a Princess Cruises ship and is centered around a main character -- named Princessa -- who roams the world, meeting new people and discovering new places. As the grandfather narrator speaks, viewers are introduced to the vast amenities offered by Princess Cruises including a diverse, gourmet menu, fun activities for the entire family, unique excursions like whale watching and more. In addition, the campaign was launched alongside a translated website in Chinese, Japanese, Korean and Indonesian languages.
"This campaign speaks to the heart of Asian families as they love to go on holiday together, representing the multi-generational travel that is on the rise in Asia. Cruising is perfect for families as it is convenient, saves time and cruising ensures that everyone has the perfect activities to enjoy onboard and on-shore thereby also increasing bonding time amongst family members," said Farriek Tawfik, director of Princess Cruises'Southeast Asia about the campaign.
Storytelling Travel Campaigns
Princess Cruises' 'Princessa' Ad is Lauched for an Asian Market
Trend Themes
1. Multigenerational Travel - The 'Princessa' campaign highlights the rise of multi-generational travel in Asia, presenting opportunities for the travel industry to cater to family-oriented experiences and activities.
2. Localized Digital Campaigns - The translated website in multiple languages accompanying the 'Princessa' campaign demonstrates the trend of localized digital campaigns, providing an opportunity for the digital marketing industry to target specific regional markets effectively.
3. Storytelling Marketing - The use of a short film and an enchanting story in the 'Princessa' campaign showcases the power of storytelling in marketing, presenting opportunities for the advertising and content marketing industries to create engaging narratives for brand promotion.
Industry Implications
1. Travel and Tourism - The 'Princessa' campaign by Princess Cruises highlights the potential for innovation and growth within the travel and tourism industry, especially in catering to the Asian market's preferences and desires.
2. Digital Marketing - The translated website accompanying Princess Cruises' 'Princessa' campaign exemplifies the need for localized digital campaigns, providing opportunities for digital marketing professionals to create targeted and culturally relevant content.
3. Advertising and Content Marketing - The use of storytelling in Princess Cruises' 'Princessa' campaign presents innovative opportunities for the advertising and content marketing industry to create compelling narratives that resonate with audiences and promote brands effectively.