For the Love of Travel

Digital Print Social Video

Princess Cruises wanted to show off their new, state-of-the-art ships; increase demand for their unforgettable voyages; and bring the legacy of their brand into focus for consumers.

Building upon a successful 2024 campaign, “Hearts & Harbors,” Princess once again partnered with Studio at People Inc. to expand their story-telling to new platforms and audiences. The cross-platform campaign was rooted in some of People Inc.’s most influential brands — Travel + Leisure, Southern Living, Real Simple, Food & Wine, and Shape — with the goal of reaching cruisers with a wide array of passion points and celebrating the full scope of experiences Princess unlocks for travelers.

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Original Photography

Setting sail on the Sun Princess, Studio at People Inc. captured custom video and photography to create a fun, impactful content campaign that encapsulates the timeless appeal of cruising with Princess. Three native videos featured T+L Special Projects Editor Jess Feldman as the trusted “Cruise Director.” Posted on social media from the T+L, F&W, and SL brand handles, the video series leveraged nostalgic elements from a bygone era of travel while highlighting Princess’ modern innovations.

To house the content, Studio at People Inc. designed an immersive native destination rooted in T+L. The playful experience was packed with dynamic imagery and interactive elements, including a unique timeline feature that allowed readers to journey back to 1965 as they scrolled through the Princess archives.

Readers had the opportunity to go deeper with Princess by clicking out to five premium native articles. Featuring stunning custom photography captured onboard, each article leveraged its unique brand POV to uncover distinct experiences available on Princess, such as spa and fitness for Shape and culinary offerings for F&W. The native destination also served as a jumping off point to discover content from the 2024 “Hearts & Harbors” campaign via an engaging flipcard unit.

Three print spreads published within key issues of T+L, F&W, and SL extended Princess’s messaging to an unduplicated, in-book audience. Using supplied brand imagery, these custom content pages touted the brand’s premium onboard experiences, from world-class dining and sensational entertainment to immersive shore excursions in Alaska, the Caribbean, and beyond.

Delivering extremely high engagement rates and above-average time spent on page, our native destination increased familiarity with the Princess Cruises brand and drove readers to learn more from the Princess Cruises website. Celebrating the timelessness of the classic cruise experience, “For the Love of Travel” served as a playful source of inspiration for energetic adults and active seniors seeking their next unforgettable journey at sea.