Princess Cruises announced new digital advertising campaign tailored uniquely to the working female audience by emphasising the ‘relax and rejuvenate’ element of a cruise holiday.
Princess Cruises is taking a different approach by bringing across the idea that cruising is not all about the hustle and bustle of activities onboard but rather offering guests the experience of an enriching holiday experience through pampering themselves, gaining new perspectives, learning a new skill or hobby and reconnecting with family and friends.
In its campaign entitled, “Time Back”, Princess Cruises is leveraging on the unique Japanese spa facilities onboard its Diamond Princess cruise ship, which will be homeporting in Singapore for the first time come November this year.
Diamond Princess has been homeporting in Japan for the past two years after undergoing a US$30 million refurbishment in Singapore to install Japanese-themed facilities onboard and offers the largest Japanese bath facilities at sea.
“To offer our guests a different cultural experience on board our ships, Diamond Princess provides unique Japanese-themed facilities so our guests will have a taste of Japanese culture without setting foot in Japan. To offer total relaxation for our guests, we have the Izumi Japanese Bath, which is the largest Japanese bath at sea in the world and other facilities designed after the famous spa and bath features that Japan is world famous for. We are confident that these will be well-received by the consumers here as they are always looking to try new things,” said Farriek Tawfik, Director, Southeast Asia, Princess Cruises.
Izumi includes two indoor areas with female and male exclusive areas and one outdoor hydrotherapy pool styled after the famous traditional public baths of Japan. Guests can unwind in one of the four heated whirlpools, or relieve the tension in their neck and shoulders as the pressure of the waterfalls work its magic.
Guests can also enjoy the hydrotherapy pool and chaise lounges in the unisex outdoor section. Kai Sushi Bar is the specialty restaurant on Diamond Princess offering all-time favourite Japanese delicacies.
“For this campaign, we are using Diamond Princess to target the female audience because we find that this market segment is still largely untapped so there is a huge potential to grow. As we all know, women are the decision makers in the family. For this “Time Back” campaign, we are targeting a younger age group and the working women who lead stressful lives. Women are increasingly using digital media, hence we created content in video format and also offer stress-buster tips on digital media platforms to connect with our target audience.” said Charmaine See Thoo, PR & Marketing Manager in Southeast Asia, Princess Cruises.
Following successful and popular homeporting seasons, Princess Cruises will launch its third season in Singapore with Diamond Princess from 29 November 2016 through 16 March 2017. There will be 10 roundtrip sailings lasting between three and nine nights, as well as 14 voyages lasting between 10 and 17 nights. Guests can look forward to a variety of existing Southeast Asia destinations such as Bali, Lombok and Ko Samui, as well as a maiden call at Kota Kinabalu for this season. The unique itineraries have been custom-designed for the diverse Asia vacation market, Shore excursions will bring guests up-close and personal with exotic, off-the-beaten-track destinations across Southeast Asia.
On these sailings, guests will find the cruise experience substantially the same as that offered by Princess Cruises around the world, providing an impressive array of dining and entertainment options in addition to the line’s signature innovations such as its popular Movies Under the Stars poolside theater and The Sanctuary, an exclusive top-deck retreat. Additional onboard enhancements on Diamond Princess include the Izumi Japanese bath – the largest of its kind at sea; Kai Sushi restaurant; and the onboard shopping boutiques. Princess’ awarding winning onboard experience appeals to a global clientele mainly due to Princess’ friendly crew who deliver a warm and welcoming service on every voyage.
Dining room menus will offer international Princess cuisine, while additional offerings will cater to South-east Asian tastes. The 2,670-passenger Diamond Princess offers a high number of staterooms with private balconies, multiple dining rooms and entertainment venues, Lotus Spa, boutiques, and an internet café, among other amenities.