MediaCom Beyond Advertising creates ‘Come Back’ new content series for Princess Cruises
In partnership with Princess Cruises, MediaCom’s specialist division, MediaCom Beyond Advertising (MBA), has unveiled the cruise line’s first Australian-produced advertising campaign which showcases the transformative power of a cruise through real life passenger stories of mateship, family life and major lifetime events.
Developed locally by Princess Cruises in association with MediaCom’s MBA division and Parliament Films, the online video campaign is the first to use real guests, and is an evolution of the cruise line’s Come Back New campaign launched last year.
Launching today, the Come Back New Stories are content pieces designed to inspire viewers with thoughts of travel and reconnection. Created to drive advocacy amongst past passengers, the three-part series equally appeal to first time cruisers by showcasing the ship, the destination, and the Princess Cruise brand pillars.
Produced to highlight the transformative nature of guests while onboard Princess Cruises, the series follows and films three groups of people as they embark on their first journey with the premiere cruise line. The content pieces showcase a new cruise story of important lifetime events by capturing family milestone celebrations, wedding anniversaries and restored old friendships.
Says Gemma Hunter, executive creative director & head of MBA: “At MBA we love to get to the heart of a story and enable the viewer to really feel the raw emotion of those we are spending time with on screen. These beautiful films let you inside the lives of families and long-term, strong friendships, showing how time spent together with Princess Cruises is truly transformational.”
Adds Princess Cruises marketing manager Australia & New Zealand Nick Ferguson: “We wanted our past and future guests to see the real-life, positive impact that our cruisers experience during a holiday with us so they can be inspired to take their own transformative journey with Princess Cruises. The best way to highlight this was by sharing stories that show how real travellers transformed while cruising on one of our ships.”
The series launched today and will be progressively rolled out across social media and digital platforms until March 31st 2015.