Miles Calcraft keeps it simple in first Princess Cruises print task

Miles Calcraft Briginshaw Duffy this week launches its first work

for Princess Cruises, the US arm of P&O Cruises.



The £500,000 print campaign will run in the travel sections of the

Sunday newspapers over the next three months.



The work consists of three executions, each showing the different views

from a Princess cruise boat, and uses simple illustrations to show

scenes that can be experienced while travelling in Venice, Alaska and

the Caribbean.



The text for the Caribbean execution reads: "There are 578 things to do

on a Princess cruise. 579 if you include nothing." It runs with an

illustration of a woman lying back on a sun lounger.



Although the number of cruise holidays taken by UK travellers rises by

15 per cent per year, the sector still only accounts for a tiny

proportion of the travelling population. In 2000, only 750,000

travellers opted for a cruise, yet 14 million went on holiday.



Melissa Horn, the account director on the business, said: "It's about a

state of mind rather than age, and this is for people who are

adventurous, open-minded, and like to have a choice of how much (or

little) they do on holiday."



The campaign was written by Jason Fretwell and art directed by Greg

Milbourne.



Media planning and buying is through Starcom Motive.