Princess Cruises: To Travel Is To Live!
This cruise line definitely wants us to feel inspired by their “Why We Travel” campaign. Over the past ten years, Princess Cruises has been compiling answers to this question, and the timing couldn’t have been better to roll out the campaign as COVID-19 dies down and restrictions are being lifted. Cruises have gotten a lot of bad press at the start of the pandemic, and it’s time we create more positive associations with it. Now that people are travelling again, Princess Cruises aims to fill us with wonder and inspiration for what awaits us abroad.
“We were meant to travel. When we do, we get a greater understanding of the world. When we travel, we connect to new cultures, new people and new experiences. We believe to travel is to live. We hope you travel with us soon.” -Princess Cruises
This campaign seeks to spark conversation. Curiosity is human nature, and one of the key ways it’s expressed is through seeking out new experiences, exploring different landscapes, immersing yourself in various cultures. So what motivates you to travel? Perhaps it’s for the unforgettable memories you’ll make, or quality time with your loved ones. There’s a vast array of answers to explain this innate drive. Princess cruises uploaded the main compilation video to YouTube and Facebook, while their Australian YouTube channel uploaded individual stories as well.
Success Through Views And Engagement
Princess Cruises merges luxury with discovery, their target audience being thoughtful travelers, the conversation was indeed flowing. Eight million people watched the primary video. However, the most engagement was on their Facebook video, with almost 300 comments. After watching people share their reasons, viewers added their own to the discussion. Scrolling through these, I saw a lot of passionate travelers pining for their next relaxing escape, and some others bragging about their upcoming getaway, accompanied with cheery exchanges from their social media team. I noticed a lot of users proclaiming their loyalty to the cruise line as well. I’m sold…and tearing up at how much I miss travelling. Time to fake-plan a vacation I can’t afford!
Why do I travel? Because it sets my soul on fire.
Our Return Abroad
This campaign was launched shortly after Princess resumed voyages internationally. These videos reconnect us with our previous desires for travelling, and man, did people miss it. The spirited narration, over gorgeous imagery of natural wonders, displays of local art, delicious food on and off board, leisurely deck strolls watching the ocean, really reminds us how much there is to get out of life. The more we recall amongst each other why we travel, the more the idea seems irresistible. Of course, the goal of this campaign is to entice viewers to purchase cruise packages, but Princess Cruises does so in a very meaningful and existential way. Even if you simply answer why you travel, you’re still adding to the persuasion of the potential customer. After all, travelling ventures really are some of the highlights of our lives.
