Princess Cruises’ objective was to drive bookings and attract 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.
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.
