Promoting Princess Alaska Lodges in a digital age.


Princess offers the opportunity for people to experience the destinations they marvel at on the Instagram feed of their favorite travel photographer. Thompson & Co. has been highlighting that fact for nearly eight years. T&C develops the social media presence, creates weekly blog content and distributes press releases on new travel products for Princess, as well as its additional brands, Westmark Hotels and Gray Line Alaska. In 2015, T&C launched a national campaign for Princess Cruises that featured Princess Alaska Lodges’ distinctive Alaska locations. The campaign focused on the lodge’s ability to provide guests with the freshest, locally sourced Copper River salmon just hours after harvest. It was a five-star effort.


T&C capitalized on the international interest in the first run of Copper River salmon each year. The agency managed the production of a video documenting the first catch in Alaska’s Prince William Sound and the catch’s journey by helicopter to the gates
of Denali National Park and Preserve. The video shared the stories of those who make it possible – from the fisherman and processors, to the chef and general manager at the lodge. It also included testimonials from excited guests who got to taste the end result. Princess Cruises included the campaign both on its website and in its newsletters, which sparked nationwide exposure. The visual netted coverage emphasizing the brand’s commitment to creating those experiences people dream of while scrolling through that travel photographer’s Instagram.

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