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Princess Cruises Launch, China

An American company entering a market with completely different consumer tastes, behaviors, and travel experiences comes to China with one of their largest positioning/launch challenges. It began with research, strategy, on-board programming, and even redesigning the F&B experiences. Princess Cruises’ ad campaign in China was only a part of a total brand expression, where we spoke to our consumer, booked them, and ultimately took them on a cruise that would be both socially comfortable and amazing. And we did it while creating a new class of travel: Princess Class.