A year ago we were in the middle of a pitch for Princess Cruises. Anyone remember that? I certainly do. I also remember having a lot of dreams about Captain Stubing. Well today, after months of strategizing, concepting, media planning, editing, programming and many, many rounds of revisions, we finally launched our first big brand campaign with them.

The campaign, called Moments of Escape, is based on the very real insight that there is a moment on every Princess cruise when each passenger escapes completely. It’s the moment when they forget about everyday reality and embrace life at sea. It could be something as simple as taking a nap after breakfast or as exciting as a flight over fjords. It could happen the first time you see the ship or on your fourth day at sea. It’s different for everyone and that’s what makes it so genuine. And since the brand's  tagline is "Escape Completely," it's also 100% ownable by Princess.

The heart and soul of this campaign hinged on uncovering authentic stories from real passengers and crew about the moment they escaped completely with Princess. And when your concept relies on getting real people to not only support it, but also deliver it on camera in an engaging way, well, it can be a little nerve-wracking. So, when we headed off to Juneau for the shoot in August, our fingers were crossed. Thankfully, after the first day of shooting, we knew we’d stumbled upon something special. People knew exactly what moment we were talking about and they were excited to share it with us. Some were shy. Some wouldn’t stop talking. Some were eloquent. Some got emotional. But when they told their story, every single one of them was grinning. And those of us behind the cameras were grinning, too.

This is a photo of me interviewing one of our favorite couples, Stephen & Pat, on the Promenade Deck. Watch their moment of escape, and the rest of our videos, here:
www.princess.com/learn/cruise_vacationing/escape_completely/index.html

Love,

The Princess Team

 Subscribe to the Ignited USA Blog