Princess Cruises – World Cruise

Challenge

Princess Cruises required a campaign to stimulate additional demand for the increase in capacity on World Cruises itineraries.

Idea

Our solution was to engage Jo Castro, blogger of Lifestyle Fifty to cruise as Princess Cruises’ resident storyteller, documenting her experiences to create long form, image rich and video content representing the entire World Cruise experience.

Execution

Jo provided a compelling vision of life at sea, amplifying content through her own channels daily and also hosted a number of informal workshops to empower other cruisers to share their highlights. Touch populated a dynamic microsite so that audiences could track the journey in real-time and compiled highlight reels using Jo’s images and videos which was seeded out through social video advertising.

Results

This campaign contributed to Princess’ biggest booking day ever for world cruise which coincided with 2016 World Cruise Departure. More than 2 million impressions were made across our influencer’s channels, while Jo developed 52 blog posts and 73 video posts, garnering an engagement rate of 3.38% and 464 reader comments. Highlight reels, gained over 27,000 views and 210 social shares while media coverage landed for Jo’s trip in 15 publications.

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Michael Pinn

Michael, otherwise known Micky P, is an enthusiastic junior designer currently completing a Bachelor in Design at the University of Western Sydney. Michael has experience in print and after finishing his Diploma, developed skills in illustration, animation, website and graphic design at Touch Creative. His passion is developing unique and unexpected creative concepts for client campaigns.

Dan Martin

Daniel is a London-bred, Sydney-based art director, graphic designer and illustrator, leading the design team at Touch Creative. With more the ten years’ experience, he is an expert at visual communications and works across our clients to create impactful work that tells a clear story.
Daniel’s passion for creative spans advertising, branding, logo and print design. With a love for (good) typography and digital illustration, his client experience includes QANTAS, Westfield, David Jones, Optus,Toyota, Volkswagon, Renault, Pepsi, ANZ, Coopers, Foxtel, ESPN, Marc Jacobs and DKNY.

James Goodwin

James is a marketing and communications professional with a passion for the digital world. He has over 9 years experience spanning full service advertising, product marketing and social media strategy and commercialisation. He has delivered large integrated and digital campaigns across telecommunications, finance, sports, and consumer brands. His expertise includes senior account direction, creative development, and content strategy. He also has extensive exposure in influencer campaigns and outreach having delivered successful brand partnerships for the likes of Lion Nathan, Coca Cola, Woolworths, and Toyota.

At Herd MSL, James leads the social and content strategy across key accounts including American Express, ING Direct, and Gumtree. As a leader in the business, James seeks to drive the ambitions of clients and the team to deliver high quality, effective communications.

Alison Duff

Alison has over 5 years’ experience, spanning Australia, the UK and Ireland. Initially working within in-house marketing teams, she transitioned to specialised agency social media upon her move to Sydney.

Alison has worked with brands including 3M, Weight Watchers and Voss Water, where she project managed accounts to deliver campaigns to meet and surpass key business goals. Results-oriented, she is passionate about all things data and, from that, developing actionable insights that solve real world problems.

Sara Herbert

Sara is a specialist in brand, social and digital campaigns, with a passion for managing meaningful strategic plans that deliver on key client goals. With over 7 years’ experience in marketing and advertising, her broad expertise spans creative production, content marketing, as well as digital advertising and social media strategy.

She is passionate about creative collaboration and has delivered work across some of the most recognisable Australian and international brands including Peroni Nastro Azzuro, Revlon Australia and Canon. Sara leads the social and content programs for clients like American Express, ING Direct, The Treasury and Australian Hearing. She is passionate about every aspect of a project, from developing strategy to getting involved in content creative and copywriting.

Olivia Tilton

Olivia has two years of experience in consumer social media and earned PR. Coming from a background in food and drink as well as children brands, Olivia recently made the transition to Australia from London and has now expanded her knowledge and expertise areas into the corporate environment. She works across a number of clients including American Express, the Treasury and Instagram as a hybrid for N2N and Touch Creative. Olivia has a passion for delivering integrated strategic campaigns across both social and earned PR whilst her background in social anthropology allows her to focus on the individual audiences, whether it be client side or consumer. Brands that Olivia has previously worked on include Campari, Nestle, Britax Romer and Leapfrog.

Jesse Lewis

Jesse joined Touch Creative at the beginning of 2015, and with a five-year background as a hybrid comms and social media professional, helping develop brand love through solid social media strategy and the creation of irresistible content.

Leading much of the content creation across Touch clients, Jesse is passionate about work that is tangible – whether it’s collaborating with influencers to create a wall mural or planning, shooting and editing photography – it’s all about turning concepts and ideas into content you can see and feel. It’s this ethos that has led social programs to consistently produce relevant and strong quality content that continues to feature among the top monthly referrers of website traffic, as well as drive direct and traceable business results for clients such as American Express, ING Direct, Treasury, Gumtree, Corona, SodaStream, Princess Cruises, Primary Health Care, OpenTable and KAYAK.

Carla-Rose Brett

Carla is a passionate and curious communications specialist supporting the Touch Creative team. Since joining the team in 2017, she has worked across a range of corporate and consumer clients within the banking and lifestyle industries, and B2B campaigns. Current and past clients include American Express, Treasury, CSIRO, Airbnb, ING Direct, Gumtree and CancerAid.

Carla has experience in influencer relations, content creation, paid social advertising and copywriting. She is excited about results-driven integrated communications campaigns and experimenting with new forms of shareable content.

Lewis Shields

Lewis heads up Touch Creative and founded the agency with the vision to make the internet more interesting through outstanding creative ideas, technically excellent execution and content led multi channel campaigns.

Passionate about solving complex problems, Lewis brings more than ten years international experience and an MA in social anthropology to the social marketing team at Touch – giving him unique insight into how brands can create impactful relationships with their audiences to change behaviours and perceptions.

With broad experience covering large scale consumer, corporate and government clients, Lewis has a particular talent in creating through the line strategies which connect smart content with lead generation and sales with brands such as The Treasury, ING Direct, Sodastream, The Iconic and American Express.