An evolving journey
Princess were looking to update the content strategy of their quarterly magazine – to cover port destinations in greater depth alongside the onboard experience.
In addition, it was looking to evolve its content distribution. Previously used exclusively as a retention tool in print, the client wanted to also use it for acquisition. This meant launching a website alongside using the print product outside of its customer database.
THE RESPONSE
We knew we could meet both strands of this objective. Cross Platform content strategy is a core skill within the agency, and we could work with the wider Hearst business to build on Princess’ audience profiles to distribute the content to potential new customers.
We worked closely with The Travel Edit, Elle and Good Housekeeping’s travel editors to understand trends – holiday types, destinations, motivational factors, travelling companions – and analysed which content was generating the most engagement.
We then reviewed the three customer segments that had been identified by Princess, matching the profiles against Hearst’s own reader panels, to conduct research and validate our hypotheses that would inform the content strategy.
Within 48 hours we had amassed more than 1776 responses.
Building on this insight, Princess’ dedicated Editor created a single audience proposition, that we called ‘Grown Up Explorers’, upon which we could build a profile and a lens through which to focus our content strategy.
We created a content proposition for Journey magazine which encouraged the travellers to see the same destinations through different eyes. Using a combination of authoritative and experienced travel writers and editors plus unearthing local knowledge via customers, staff and local businesses, Journey set out to deliver incredible insight into where to go and what to do wherever you are in the world.
Omnichannel content planning enabled Princess to reach audiences across every part of the ecosystem consistently and efficiently.
We created a new set of brand guidelines to apply consistently across the ecosystem, incorporating updated fonts, iconography and photographic strategy.
Influencers were included in print, which also drove readers to online proposition.
We upped the competition ante, which gained huge response, we optimised the calls to action on page and sold advertising into the magazine on behalf of Princess.
HCA built a bespoke Journey magazine microsite which carried a mix of repurposed and digital-first content, and included evergreen, trending and hero content.
The magazine is distributed quarterly to inspire readers to book and rebook with Princess. To boost the reach, Journey magazine has been distributed with Good Housekeeping, House Beautiful and Prima to target new audiences.
THE RESULTS
Year on year competition responses have increased four-fold, demonstrating vastly improved reader engagement.
Journey magazine has been bagged with Good Housekeeping, Prima, House Beautiful and Red, reaching valuable new audiences through Hearst brand partnerships.
Enquiries as a direct result of the magazine and associated content has increased.
It’s not just the global marketing teams at Princess who have been impressed by the new HCA approach but readers love it too
“Just received the latest Journey Magazine and inspired yet again for our continuing cruise and travel journey...….
“I always look forward to receiving my copy of Journey as I enjoy the articles about the Princess ships, the cruise itineraries and places visited, many of which are high on my bucket list.”
The team at Hearst Content Agency create beautiful multiplatform content for Princess Cruises, that truly showcases our destinations in different lights, appealing to new audiences and increasing conversions of repeat clients.
Suzanne Korff Director, UK Marketing Communications at Princess Cruises