We introduced a brand book that united the new Shared Purpose, Core Values and Service Essentials into a compilation expressing the essence of the Princess Cruises brand.
We designed a companion book entitled “Memorable Moments” that conveys a collection of actual stories reflective of how the Princess Cruises team goes “above and beyond” to create lasting memories for each Princess Cruises guest.
We also developed the following animated video to help capture true “above and beyond” moments in a way that was whimsical, fun and memorable.
We began an environmental system in the form of a series of posters to help communicate the message of the Shared Purpose, Core Values and the new CRUISE program both to the team shore side and on the ships.
We introduced all of these communications in a global launch event on all 17 ships and presented the details of the new program in the form of a video to the crew.
We created a series of awards that are now given out to employees who represent excellence in going above and beyond the call of duty and/or going out of their way to create memorable moments for Princess guests.
Finally, we produced an anthem for the company to help further articulate and celebrate the new Princess Cruises Shared Purpose. The anthem is now played at sail away and before embarkation on each voyage to encourage and help motivate the crew.
The launch event on each ship was recognized and celebrated by senior leadership who encouraged crewmembers to embrace the company’s new Shared Purpose and ideals of the new CRUISE program.