The Princess Cruise 1 Day Sale is one of the highlights of the Expedia CruiseShipCenters marketing initiatives. Expedia CSC sought to make this even more of an event by creating a content asset that would drive greater awareness and generate more bookings.
The emergent strategy prescribed a promotional video to announce and promote the sale among a target audience of existing customers. Original footage was shot on location in the Expedia offices in Vancouver and featured homegrown talent including VRX’s Chair and Controller.
The final video included a mix of the original footage, existing B-roll, motion graphics, as well as a selection of supplier footage from Princess Cruises. VRX helped conceive the video script and manage the comprehensive production details including voiceover, audio sound track, art direction and video editing.
The video was well received and exceeded client expectations by celebrating the brand’s essence and competitive advantage. The video was featured on the CSC landing page and also used across a variety of digital campaigns. The sale became one of the most successful annual sales to date (at the time), and yielded a 10x increase in expected revenue.
The video won a Magellan Gold award for best promotional video in its category. Since then VRX has produced many more high-yielding promotional videos for Expedia Cruise Ship Centers.
