World Of Escapes

BACKGROUND:

Princess Cruises wanted an online promotion to showcase the diverse amount of destinations that one could explore while traveling on a Princess cruise. They wanted users to experience various destination ports in a unique and interactive way.

THE SOLUTION:

To create energy around Princess Cruises' world class itineraries, 15 letters created a unique microsite with a mapping application that allowed visitors to enter into the sweepstakes for a chance to win a weekly cruise prize and learn more about Princess' cruise destinations.

15 letters was responsible for creating the online look & feel, user experience, development of the application including design, and copywriting (except for port descriptions), as well as the hosting of the microsite.

HOW IT WORKED:

Collaborating with TPN, Princess' promotions group, 15 letters developed the "World of Escapes" promotion. This promotion allowed consumers to enter each day into a sweepstakes for weekly cruise prize drawing. There were 8 cruise prizes, one per week of the promotion.

After filling out the registration form and entering into the sweepstakes, users were prompted by a hint to explore the world globe to find the hidden Princess logo. Finding the logo unveiled a special offer, but the hint and hidden logo locations changed daily. By clicking on the port location that was thought to be the answer, a port-of-call popup window would appear allowing the entrant to learn about that specific port. Rolling over port locations provided information for each Princess Cruise stop. The entrant then had the opportunity to play a video from the cruise destination, as well as explore various cruise destinations on the globe.