Princess Cruises #ComeBackNew

With the goal of driving awareness about cruising to the Caribbean, Princess Cruises tasked MMGY with coordinating an influencer campaign around the #ComeBackNew platform.

Situation

Princess Cruises is the third largest cruise line in the world, carrying more than one million guests per year to more than 300 ports and destinations across the globe. In order to reach a new audience, increase brand awareness, and inspire travelers who haven’t previously considered cruising, Princess partnered with MMGY Global to activate social media influencers as brand ambassadors, sharing the Princess Cruises message with their online communities.

Action

With a proprietary database of online influencers and relationships with top lifestyle bloggers, MMGY identified, engaged with, and invited 31 influencers to participate in an exclusive program with Princess Cruises. From September 2014 to May 2015, influencers experienced three separate trips, including two Caribbean cruises and one Alaskan cruise. Each influencer’s cruise itinerary included premium dining experiences, exclusive tours and excursions, and luxurious spa treatments, highlighting the best of what cruising has to offer. 

Each influencer shared their experience with their social media channels during their trip. After returning home, influencers each created 6 blog posts about their adventures with Princess. They also shared 20 photos taken during their trip with the cruise line, granting shared rights for use in future marketing efforts and helping to grow Princess’s image library with high-quality, engaging content.

Blog Posts

Blogger Photography

Social Media

Results

31 social media influencers created 163 blog posts linking to Princess.com. They generated 145 social media impressions from their social media content as well as 43 million impressions from their blog posts. The earned media value for the campaign was $1.5 million with a 7:1 ROI.

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