Princess Cruises is unveiling its first work under from Omelet since naming the LA-based agency AOR in December.
The "Changes" campaign reinforces the brand’s current tagline, “Come Back New” and is timed to “wave season,” the cruise industry term for the highest booking season from January through March.
The creative features a voiceover by a Princess ship's captain discussing how travel changes people through the unique experiences offered by the Princess itinerary. This concept underscores a trend within the travel industry to highlight experiences and how these adventures connect travelers to the larger world than merely promote ship amenities or itineraries.
"We want guests who plan to sail with Princess to know our cruises are more than just a vacation, but an opportunity to awaken the possibility for change within themselves," says Shelley Wise, vice president of integrated marketing, Princess Cruises.
The integrated ad campaign includes a long-form film, and two 30-second spots that will air nationwide. Additional short films will run online across multiple channels and within display ads. Additional content will run on Facebook and Pinterest.
The client’s strategy has been adjusted to target key local markets and more social than in previous years. That said the campaign will also be part of parent company Carnival Corporation's Winter Olympics sponsorship.