Alaska Video Production
The largest visual asset library in the brand’s 60-year history and category-leading demand performance.
The Mission
Alaska is the most competitive cruise market in the world. Every major line is fighting for the same passenger and the same attention.
Princess Cruises needed more than great footage. They needed a creative infrastructure that could defend category leadership across every channel simultaneously, while translating that attention into measurable demand.
The Insight
Alaska isn’t a product you buy once, it’s a dream you choose. We positioned the Princess interior Alaska experience as transformational, not transactional.
The System We Built
The Alaska content infrastructure — ensuring that every asset worked together across paid media, broadcast, digital, social, CRM, and in-destination channels.
We weren’t just creating beautiful content…We were creating demand.
Alaska Photography
Alaska Video Infrastructure
B-roll for Broadcast & Connected TV commercials
B-roll for long-term content needs
Web Series
Paid and organic social
CRM & Email Storytelling
Digital Display
Paid & Organic Media :15
Original Branded Web Series Pursuits Episode — Alaska Glacier Landing by Plane
Broadcast TV Commercials
Business Outcomes
-
→ Eight broadcast ads
→ Seven figure investment
→ 200+ hero photography assets
→ 16 Terabytes of new video content -
The work didn't just sit in a folder; it became the visual backbone of the entire Alaska Microsite, paid media (LTOs), broadcast TV, and the "Alaska Pursuits" web series. WABU also provided the "Confidence Builder" content that simplified the complex Cruisetour product for the front-of-house teams.
→ #1 in Persuasion — leading all cruise & travel benchmarks
→ #1 in Attention — broke through at category-leading levels
→ #1 in Desire — viewers consistently said “I want that” -
By capturing the "ownable" Princess assets with an elevated, timeless aesthetic, we built a multi-year visual moat that competitors—who only "skim the surface"—cannot replicate.
Integrated Assets
→ Broadcast & Connected TV commercials
→ Social-first formats (short + long-form)
→ Pursuits Original branded web series
→ Paid and organic social deployments
→ Website experience enhancements
→ Print brochures and POS materials
→ B-roll for long-term content needs
→ Digital display & direct mail
→ CRM & email storytelling
The Innovation
Go behind the scenes of The Impossible in Alaska
Wildly Successful Alaska Workflow
featured in Adobe Business
Alaska Collaboration Velocity
Frame.io V4 Production Case Study
Ambitious Alaska Pursuit
featured on Adobe Frame.io Live
Why Expedition
Brands Hire WABU
Full-service video production infrastructure
Turn-key creative systems with compounding results
Solutions to business problems with measurable performance
If the project isn't right for us, or the constraints make it impossible to do well — we'll tell you 
What the Data Shows
The system didn’t just generate views. It generated qualified demand.
In a highly competitive Alaska market, we built a human-centered video system and the data confirms it worked. Princess’ Real Magic ad didn’t just look different. It outperformed the category across every meaningful brand metric — while doing it more efficiently. Across Ace Score, Persuasion, Attention, Desire, and Purchase Intent, Real Magic ranked #1 versus cruise norms, hotel norms, travel norms, and direct competitors.
What this indicates:
✅ Emotional storytelling increased purchase motivation
✅ The creative attracted qualified intent, not passive interest
✅ Engagement translated into measurable brand lift with high intent travelers
6 Point Purchase Lift
→ 62% purchase intent vs. 56% nearest cruise competitor
#1 Attention & Desire
→ 749 Attention Score (highest in category) & 715 Desire Score
13.68 CPM
→ Premium storytelling delivered at competitive efficiency
56% VCR
→ Sustained engagement, not scroll-by traffic
👉 higher-quality demand per impression wins every time
Brand Lift Off!
→ 62% purchase intent vs. 56% nearest competitor
Testimonials
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 Marketing Director M. Jacquel
The Alaska production is far and away the best content I’ve seen come from a land based shoot in all my years.
A Grand Slam!
— J. Berra
Chief Marketing Officer
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.
Wow!
— L. Syme
VP Revenue & Market Performance
These videos have so many uses and really reflect the spirit of our brand and our amazing Alaska product.
I love these videos!
— M. Parker
Sr. Product Manager
Let’s Grow Your Business
& transform your brand.
