Princess Cruises’ came to us with the huge objective of driving bookings and attracting new-to-cruise audiences, without alienating their loyal guest base. In a competitive market which was dominated by the launch of new ships, they needed a standout idea that stayed true to their brand values and resonated with both seasoned and first-time cruisers.
Research demonstrated that food is a key passion point for both existing and potential guests. Princess is already recognised for its award-winning culinary excellence, such as its “Best Pizza at Sea”, so we identified an opportunity to elevate this strength into a powerful brand differentiator.
So, we got creative. We partnered with Immediate Media’s Good Food to create a multi-channel campaign celebrating Princess’s culinary credentials. The centrepiece? The Good Food Show at Sea, a live cruise experience featuring chefs, cooking demos, and exclusive content.
The campaign included:
- A digital hub with destination-inspired recipes
- Monthly podcast features with Princess chefs
- Editorials in Good Food magazine
- Themed cruise activations at sea
We celebrated some huge results. The featured cruise outperformed expectations, and demand surpassed projections. The campaign contributed to a measurable uplift in new to brand bookings by 4% points. The voyage’s NPS ranked second-highest among all Q4 voyages. Guest feedback highlighted the unique cruise experience as a standout reason for booking, along with a strong driver for future intent.
By transforming culinary passion into a branded experience, we successfully support Princess Cruises with broadening their audience while reinforcing their premium positioning, both onboard and ashore.
