Princess Cruises: The China launch
Roger Wang
Campaign details
Brand owner: Carnival Cruise LinesLead agency: McCann World Group ShanghaiContributing agency: Universal McCann Shanghai and Burson Marsteller ShanghaiBrand: Princess CruisesCountry: ChinaIndustry Rail, bus, coach, boat services, car rentalChannels used: Magazines - consumer, Outdoor, out-of-home, Public relations, TelevisionMedia budget: 3 - 5 million
Executive summary
This case study describes how Princess Cruises, the world's third-largest cruise liner company servicing 1.7 million passengers each year, faced a challenging market when it launched in China in 2014. This was...