Princess Cruises, Come Back New

In 2014 Princess will remind us that cruising can enrich us and bring out the best in us. It can teach us about the world, and connect us to those we love. Princess will take back the definition of cruising, and make us a promise—that a cruise isn't good enough unless we come back new.

At Goodby Silverstein & Partners, I was lucky enough to join the Princess Cruise pitch team—assisting with the design and development of the integrated campaign, start to finish, that ultimately won us the account. 

 

Strategy

Ando is the brainchild of Momofuku, the renowned restaurant group led by David Chang, and Expanse, a startup studio and heavyweight in the tech space. Tired of soggy buns, travel-bumped boxes, and a generally less quality.

Ando is the brainchild of Momofuku, the renowned restaurant group led by David Chang, and Expanse, a startup studio and heavyweight in the tech space. Tired of soggy buns, travel-bumped boxes, and a generally less quality.

Strategy

This new campaign is an exciting opportunity for us to differentiate Princess Cruises in the minds of travelers. After extensive research, we identified a growing segment of people who want their vacations to transform them with new perspectives, new friendships, and new stories.

They are increasingly looking to discover new places, learn about other cultures, try new foods from the places they’re visiting, and gain inspiration from the world they don’t see every day. They want to come back new, and our new campaign shows that Princess is the best cruise line to deliver this to them.

Samantha Hinrichs — Art Direction + Graphic Design

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