As part of its brand integration partnership, Princess Cruises had hosts of Asia's Got Talent Alan Wong and Justin Bratton to film a series of vignettes created and developed by AXN. These series will be aired during the Asia’s Got Talent’s commercial breaks, in a bid to integrate the Princess Cruises brand into AXN's audience.
The 11-week on-air partnership includes brand association and Asia's Got Talent brand rights, partnership and filming with the hosts and Asia's Got Talent judges onboard the ships, TV spots, and digital marketing support. The spokesperson also said that Princess Cruises will be tapping on social media channels such as Facebook, Twitter and more to market the series of vignettes.
Princess Cruises is offering the show’s audience and members of the public a chance to win a seven-night cruise in the Mediterranean onboard Emerald Princess that sail from Barcelona to Rome covering seven destinations. The contest is open to all residents aged 18 years and above from Singapore, Malaysia, Indonesia, Vietnam and Thailand. The winner will also walk away with a pair of tickets to attend the results show of Asia’s Got Talent held in Singapore on 11 April.
Farriek Tawfik, director Southeast Asia, Princess Cruises said that partnership with AXN’s Asia’s Got Talent is a "great fit" for giving performers from all around Asia an opportunity to showcase their talent to the world.
"Just like a cruise, each performer has a wonderful story that is waiting to be told and we look forward to the crowning of a new star this season,” he added. Meanwhile, Ryan Barton, international marketing director, Princess Cruises said that with the cruise's global presence, it aims to boost awareness of cruising as a holiday option through this partnership.
“AXN’s audience delivers an innovative way to integrate the Princess Cruises brand into a relevant experiential brand such as Asia’s Got Talent. With primary broadcasts in Asia, our partnership from a geographic perspective is very organic. From a talent perspective, the partnership is very natural as we see similarities in the quality of the 'talent' onboard our ships as those on Asia’s Got Talent’s stage," he added.
Just last week, Princess Cruises launched an international advertising campaign developed and produced specifically for Asian markets. These include Singapore, Malaysia, Indonesia, Japan, China, South Korea, Hong Kong, Taiwan, Vietnam and Brunei.
The campaign, titled “Princessa” aims to showcases the popular worldwide cruise destinations offered by Princess Cruises through a film pivoting around a multi-generational family onboard. Filmmaker James Seale shot and directed the commercial, which was written and produced in-house at Princess Cruises.