Princess Cruises: The China launch

This case study describes how Princess Cruises, the world's third-largest cruise liner company, tackled a challenging Chinese market by creating a new 'Princess Class' targeting young middle class consumers.

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...

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