The Travel Marketing Awards celebrate creativity and innovation. Abra Dunsby catches up with four of this year’s winning brands and bright sparks
Princess Cruises: Winner of Best Use of Content Marketing Award
After Phillip Schofield became Princess Cruises’ brand ambassador last year, the marketing team hoped to use engaging content to reach a new potential cruise audience on a modest budget, ruling out traditional broadcast channels.
Suzanne Korff, the company’s director of UK marketing communications, explains why she thinks Princess Cruices clinched the award:
“Our unscripted content perfectly reflects both Phillip Schofield’s personality and our brand. Phillip’s story as a first-time cruiser with Princess was unveiled over the course of three months.
This content not only engaged a new audience but provided our travelpartners with additional brand content, which they could utilise and distribute as well.”
The social media campaign was a huge success, with one video of Schofield’s time onboard a Princess ship gaining more than two million views, leading to more than 100,000 visits to a specially designed web page.
Speaking about the win, Korff says: “The award means a huge amount to the marketing team. We’re always looking for new ways of providing travel agents with the tools they need to sell Princess Cruises, as well as increasing brand awareness to help get more prospective guests in store or on the phone.
“We’re thrilled with the response from agents both to the choice of Phillip as our brand ambassador and the supporting marketing material.”