Situation
Princess Cruises is the third-largest cruise line in the world, transporting over 1 million guests annually to more than 300 ports and destinations across the globe. In order to reach a new audience, increase brand awareness and inspire travelers who haven’t previously considered cruising, Princess Cruises partnered with NJF to activate social media influencers as brand ambassadors, sharing the brand’s Come Back New message with target audiences.
Action
Using our proprietary database of top influencers, NJF identified, invited and hosted 39 bloggers to travel with Princess Cruises. They all then cruised to either the Panama Canal, Scandinavia, Alaska or the Caribbean with a unique itinerary that included premium dining experiences, exclusive tours and excursions, and luxurious spa treatments, highlighting the best of the cruising experience so that they could tell others how Princess Cruises helps travelers Come Back New.
Results
Our 39 influencer partners generated nearly 306 million social media impressions from their social content and blog posts, garnering an 11-to-1 return on investment.
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39
Influencer Partners
created blogs, videos and social posts highlighting the Princess Cruises Come Back New experience.
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306
million social Media Impressions
from target audiences across the world.
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11:1
ROI
on an award-winning program that drove awareness and results.
