Princess Cruises: Launching Majestic Princess - Where western luxury meets Chinese flavour

Princess Cruises, an American premium cruise line, successfully launched a new ship to consumers in China.

Campaign details

Brand: Princess CruisesAgency: Burson-Marsteller Shanghai

Project Summary and Situational Analysis

China has long been recognized as the future of cruising. In 2017, the China Cruise and Yacht Industry Association released a report that found that the number of Chinese cruise travelers has increased ten-fold within the past five years. Princess Cruises, an American premium cruise line first entered the booming China cruise market in May 2014 and was considered a late-comer. It quickly found itself overshadowed by two dominant international players who launched their flagship ships in 2015 and 2016 consecutively.

In 2017, Princess Cruises...

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