Storytelling Engine

A Grand Slam! Far and away the best content I’ve seen come from a land based shoot.
-CMO J. Berra

Black and white logo with the silhouette of a woman’s profile and flowing hair, accompanied by the word 'PRINCESS' in capital letters.

Services: Storytelling Engine
Impact: Increased Demand • 5B+ Impressions

Alaska Cruise. A woman in sunglasses and a black winter jacket, smiling, in a snowy mountain landscape. A man in a blue jacket is smiling behind her. A red small airplane is on the snow near the mountains.

The Brief

We’ve all seen plenty of white ships next to glaciers and bear images.
But Princess wanted something deeper.

Princess has always been #1 in Alaska, but their content lagged market position. We set out to create a story that matched their market position: bold, immersive, and emotionally resonant.

Instead of skimming the surface, WABU brought the human experience to the forefront, capturing real moments of connection. Laughter, tears. The real stuff.

Build your engine

Insight

Princess needed content that helped guests make a decision…a confidence builder to buy the product.

And because guests often choose the land excursions first, we focused on Princess’ key differentiators and built a 360 campaign centered on human stories and cultural connection.

Strategy

We designed a storytelling engine ensuring that every asset worked together across paid media, broadcast, streaming, digital, social, and trade channels.

Capture the Real Alaska:
→The locals and characters
→Indigenous perspectives & local traditions
→You’re on this glacier vs look at this glacier

Alaska Cruise. A person wearing a large, fluffy brown and white fur hood, with pink and purple flowers surrounding their face. The person is smiling softly and has their hands near their chin.

Results

  • → 5B+ impressions
    → 32M views on Youtube
    → Seven figure investment

  • 📣 paid media: LTOs, high impact placements, social
    📺 broadcast, streaming TV & online
    📄 brochures, flyers, posters
    📸 photo asset library
    💬 organic social
    ✨ digital display
    📬 direct mail
    📰 newsletter
    🌐 website
    🎥 video
    📧 email

  • → A Future-Proof Asset Library: Fresh photography extended the campaign’s lifespan across website, email, social, print, press, and onboard experiences.
    → Multi-Platform Video: 1000+ deliverables including hero films, cutdowns, and an evergreen product-explainer series fuel social, digital, email, and onboard channels.
    → Broadcast Engine: 8 broadcast commercials

Start your engine

Brand Video


1000+ deliverables • broadcast • streaming • paid media • organic social • website • email • 32M Views on Youtube

Testimonials

A woman with long dark hair, glasses, and earrings, smiling against a dark background.

WABU has the ability to create the essence of a brand…something invisible, emotional, and deeply human…and bring it to life in a way that’s undeniably real.

If you’re a brand looking to partner with someone who will honor your story, elevate your message, and create something that truly connects…WABU is the team you want leading the initiative.

— Alaska Planning & Marketing Director M. Jacquel

A Grand Slam! The Alaska production is far and away the best content I’ve seen come from a land based shoot in all my years.

— Chief Marketing Officer

The video series is so incredible and way beyond expectations. You’ve been amazing partners and we consider you part of our team.

— VP Revenue & Market Performance

The reaction was many hearts, some tears, and “Wow.” We created a record volume of work, at an extremely high level, and have provided previews at record speed.

— Creative Director

Story Engine


brochures • flyers • posters • newsletters • digital display • paid media • organic social • website • email • direct mail

Alaska Cruise. Snow-capped mountains over a green forest and a calm lake reflecting the landscape.
Alaska Cruise. Close-up of a Alaskan Husky's face with blue eyes, partially obscured by green foliage.
Alaska Cruise. Map of Alaska cruise routes showing northbound and southbound voyages, with landmarks and glaciers, and a photograph of hikers walking in a green field with snow-capped mountains in the background.
An advertisement for Princess Cruises' Sanctuary Collection shows a luxury cruise ship sailing in a scenic, icy landscape with snow-covered mountains and glaciers in the background. The ad emphasizes luxury and exclusive sea escape experiences.
Alaska Cruise. Aerial view of a green forested landscape with a small neighborhood of buildings and roads in the foreground, a river winding through the hills, and mountains in the distance at sunset with pink and orange sky.
Alaska Cruise. Alaska landscape featuring snow-capped mountains, a lake, and a forest with four people standing near the water. Promotional poster for Princess Cruises highlighting Alaska as the #1 cruise line.
Smiling woman wearing sunglasses, a wide-brimmed hat, and a denim jacket, holding an ice cream cone with sprinkles outside a rustic red building with a sign that reads "Nagle's."
Newsletter header with Princess Partners logo, photo of Carmen Roig, Vice President of Sales, and a cruise ship in the background; promotional content for Princess Cruises dated May 8, 2025.
Alaska Cruise. Snow-covered mountains under a clear blue sky with some clouds
A cruise ship sailing on a calm river surrounded by lush green forests and mountainous terrain, with a logo and text promoting Alaska cruises by Princess.
Alaska Cruise. A man stands in a river, fly fishing with a rod, surrounded by green trees and forested hills in the background.
Flyer advertising Princess Cruises travel to Alaska, featuring a snowy landscape with a red seaplane and people enjoying the scenery with mountains in the background.
Alaska Cruise. A large brown bear resting in a grassy field with green blurred background, featured in a tourism brochure about Alaska's wildlife and wonders.
Woman with sunglasses and plaid shirt relaxing on a train with a cloudy sky and scenic view outside.
A promotional poster for Princess Cruises highlighting their status as the number one cruise line in Alaska. The poster features the princess logo at the top, a large gold laurel wreath, and the text "#1 cruise line in Alaska". It also encourages vie
A promotional image for Princess Cruises showcasing Alaska, featuring an older man and a woman in winter clothing standing in the snow, holding hands, smiling, with a red helicopter and snow-covered mountains in the background.
A cruise ship sailing near a glacier with mountains in the background, advertising the Star Princess cruise line in Alaska.
Alaska Cruise. A person fishing in a river in a lush green valley surrounded by mountain ranges under a partly cloudy sky.
An elderly man and woman sitting together inside a cozy lodge, holding mugs and smiling at each other. Large windows behind them reveal a scenic view of mountains and greenery.
Alaska Cruise. A cruise ship sailing on a fjord in Alaska with snow-capped mountains in the background, part of Princess Cruises.
Alaska Cruise. Two women sitting in a green field with mountains and snow-capped peaks in the background, smiling and enjoying each other's company at sunset.
Alaska Cruise. Brochure cover for Alaska cruises by Princess featuring the Star Princess cruise ship sailing through a fjord with snow-capped mountains in the background, highlighting a 2026 cruise itinerary and awards.
A red airplane parked on snow with a group of five people standing nearby, mountains and glaciers in the background under a clear blue sky.
An advertisement for Princess Cruises featuring a group of four people in outdoor hiking gear celebrating with hiking poles against a snow-capped mountain backdrop. The ad promotes Alaska cruises, with special sale offers and amenities.

See more results

Aerial view of winding river with turquoise water flowing through grassy and muddy riverbanks, with small waterfalls on both sides.
A scuba diver explores a vibrant coral reef with large purple sea fan, various corals, and small colorful fish.
Mexico. An aerial view of a sandy beach with two people lying on the sand near the shoreline, with gentle waves crashing onto the shore and clear green ocean water extending outward.
Silhouette of a bison with the text 'WABU CREATIVE' below.

Build a Story Engine

& transform your brand.

Move people and your bottom line.

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