In partnership with Princess Cruises, MediaCom’s specialist division MediaCom Beyond Advertising (MBA) has released their second Australian-produced brand campaign, a timeless and elegant showcase of the world class service one can experience at sea with Princess.
Launched in market yesterday, ‘Symphony of Service’ shows the poetic and dreamlike delivery of an entire cruise ship working in harmonic rhythm to deliver a memorable guest experience. Set on-board the Majestic Princess; the newest and largest ship to sail out of Australia, the story extends much further than introducing a world class vessel with state of the art features, the narrative unveils to show how the soul of this beautiful cruise ship comes to life through the warmth, dedication and personalised attention to detail of the crew. The alluring story features interactions from the crew as they create memorable moments for their guests everyday.
Developed locally in partnership with production company Airbag, and directed by Jonathan Nyquist Symphony of Service features an original soundtrack scored by Uncanny Valley and post production delivered by Hogarth. The campaigns’ brand and retail TVCs, print, cinema, digital and social media has been created and distributed by MediaCom across Princess Cruises’ owned and paid channels, showcasing the unique full-service offering. MediaCom Sydney’s GM Ben McCallum added, “Our team is full of dedicated experts in the travel industry and this timeless piece of work showcases the strength of our full-service offering across creative and media.”
The classical and symphonic music featured classical musicians (a violinist and cellist) that regularly perform with the Sydney Symphony Orchestra. The composition effortlessly glides from scene to scene towards a crescendo in The Atrium, the heart of the ship. Hypnotic and powerful, everything and everyone is working in harmony to deliver the Princess promise that when you return home, you’ll return not with suitcases full of souvenirs, but with memories that are everlasting. Above all, the Symphony of Service promises that you’ll come back new. The symphony captures the subtle and understated service story in a way that naturally reflects the unique attitudes and behaviours of over 1300 crew on-board Majestic Princess. The attention to detail, craft and care that anticipates guests every move is the driving force behind creating magical experiences.
Nick Ferguson, Director of Sales and Marketing at Princess Cruises said, “We wanted to focus on what makes Princess different and not only is it the backdrop of the beautiful Majestic Princess but we also wanted to put our crew, and service, front and centre, as it’s what makes a Princess cruise so unique and memorable. The symphony of service is a taste of the truly rejuvenating experience you can have on-board. At Princess, we have the longest running customer service program at sea, the ‘CRUISE’ program, that stands for courtesy, respect and unfailing service excellence and it’s a credo that our crew live by and helps guests come back new.”
Gemma Hunter, Global Executive Creative Director of MediaCom Beyond Advertising said, “This is a unique and magical cruising experience and this campaign is about encapsulating the soul of Majestic Princess, it’s crew, and bringing the experience they work so hard to create to audiences across the country. While on the surface it looks effortless, the vision that is poured into crafting and creating experiences that leave lasting memories on guests is truly extraordinary. At the heart of this is the notion that an entire world is conducted just for you. It’s been an honour and privilege to bring such an authentic and true benefit to life.”
Princess Cruises has some of the highest rates of return cruisers in the industry and at the centre of this satisfaction are the passionate crew members. In addition to creating ‘Symphony of Service’, MBA will be rolling out an intimate portrait photography series in social that unearths the human motivations behind the people that work on Majestic Princess.
‘Symphony of Service’ will be progressively rolled out across TV, cinema, print, social media and digital platforms throughout 2018 and 2019.
MediaCom is part of WPP AUNZ, Australasia’s leading marketing content and communications group.
Nick Ferguson, Director of Sales & Marketing, Princess Cruises
Chloe Jones, Marketing Manager, Princess Cruises
Alexandra Ward, Brand Marketing Specialist, Princess Cruises
Cassie Carter, Graphic Designer, Princess Cruises
Gemma Hunter, Global Executive Creative Director, MediaCom
Michael Waymouth, Client Partner, MediaCom
Tom Charles, Group Account Director, MediaCom
Maddy Cunich, Content and Partnerships Director, MediaCom
Simon Jarosz, Creative Director, MediaCom
Taylor Thornton, Associate Creative Director, MediaCom
Alastair Anisimoff, Social Creative, MediaCom
Charlotte Martin, Senior Social Executive, MediaCom
Bart Hodgen, Group Strategy Director, MediaCom
Alex Gough, Strategy Director, MediaCom
Abi Henderson, Planning Director, MediaCom
Jerome Velasquez, Digital Investment Director, MediaCom
Nicholas Hinchley, Digital Investment Manager, MediaCom
Lindsay Beeren, Investment Senior Executive, MediaCom
Rachel Andrada, Investment Executive, MediaCom
Taufiq Zainal, Digital Investment Coordinator, MediaCom
Chelsea Harris, Investment Coordinator, MediaCom
Jonathan Nyquist, Director, Airbag
Executive Producer, Alex Tizzard, Airbag
Justin Shave, Head Composer, Uncanny Valley
Charlton Hill, Head of Music & Innovation, Uncanny Valley
Matt Perrot, Audio Director, Uncanny Valley
Erin McGookin, Post Production Producer, Hogarth
Mark Bennett, Senior Editor, Hogarth