Carnival Corporation has introduced a new brand positioning for Princess Cruises as the Global Travel Master in China, “offering guests an international premium cruise vacation experience that is sure to make them feel like a Princess.”
The new brand position is brought to life by an intriguing mini-movie, “Where’s the Princess?” featuring celebrity couple, Emma Pei and Rojamtic Wang, who were in attendance at the press conference held today in Shanghai.
The film serves as the centerpiece of the brand’s new marketing campaign featuring the couple, positioning Princess Cruises in China as the Global Travel Master in cruise vacation experiences that make you feel like a Princess. The storyline follows Emma and Rojamtic as they explore the ship’s onboard experiences and venues while searching for a real-life Princess. At the end, it is revealed who the real-life Princess is.
Princess Cruises, Carnival plc and advertising agency McCann Shanghai assembled an international team to produce “Where’s the Princess?” Hollywood production house Meridian Content, commercial director Bo Krabbe, and renowned movie/TV cinematographer Michael Barrett led the production – the same team who produced 2014’s “Welcome to Princess Class” campaign that launched Princess in China. Production designer Ariana Nakata crafted signature details for the film’s many “Princess” experiences, while the wardrobe designer Abby O’Sulllivan defined a timeless premium style, from Emma’s one-of-a-kind couture dress to the dazzling showgirl gowns with custom-made headdresses. A full original score for the film was written and produced by Emmy-winning composer Ali Heinwein, and recorded in part at famous Capitol Records Studio in Los Angeles; noted Chinese voiceover artist, Zirong Tong, best known for his work in Zorro, provided the signoff narrations.
“With this new brand positioning as the Global Travel Master, we look forward to more Chinese guests feeling like a Princess by offering them an unparalleled premium and international vacation experience during the upcoming China season,” said Jan Swartz, President of Princess Cruises.