In 2018, following the volcanic eruption on Hawaii’s Big Island, Princess Cruises aimed to address traveler concerns, reassure tourists, and promote their Hawaiian cruises. Partnering with Content Supply, the company produced a compelling video featuring John Chernesky, Senior Vice President of North America Sales, to communicate the resilience and beauty of Hawaii while emphasizing the accessibility of its 15-day cruises.

Objectives

1. Address Concerns: Reassure potential travelers about the limited impact of the eruption on tourism.
2. Promote Tourism: Highlight Princess Cruises’ role in supporting Hawaiian tourism through its 15-day Hawaii cruise.
3. Reassure Travelers: Emphasize the continued availability and appeal of other Hawaiian islands unaffected by the eruption.

Solution: The Video Message

Content Supply crafted a professional and engaging video featuring John Chernesky to deliver the message. The production focused on blending factual updates with visual storytelling to create an impactful narrative.

Key Elements:

1. Introduction: Chernesky opened with an empathetic acknowledgment of the eruption's impact on Big Island residents and travelers.
2. Current Situation: The video clarified that the eruption affected a small portion of the island, leaving the majority of Big Island and other Hawaiian islands untouched and open for exploration.
3. Tourism Promotion: Chernesky spotlighted the 15-day Princess Cruises tour as an ideal way to experience Hawaii while supporting local businesses.
4. Visual Reinforcement: The production included recent photos and videos from unaffected areas, showcasing Hawaii’s vibrant beauty and ongoing tourist activities.

Production Techniques:

• High-Quality Filming: Chernesky’s message was professionally filmed for a polished and credible delivery.
• Engaging Editing: Seamlessly integrated visuals from Hawaiian destinations, tourist testimonials, and cruise features to reinforce the narrative.
• Clear Messaging: The video prioritized reassurance, highlighting both the cruise line’s commitment to guest safety and the unique experiences available through its Hawaiian tours.

Results and Impact

The Hawaii sales message video successfully achieved its goals, delivering measurable results:

• Enhanced Confidence: Addressed misconceptions about the volcanic eruption, reassuring travelers about the safety and accessibility of Hawaiian destinations.
• Increased Cruise Bookings: Promoted the 15-day Princess Cruises Hawaii tour, driving new bookings and boosting traveler interest in supporting local tourism.
• Positive Brand Perception: Demonstrated Princess Cruises’ commitment to addressing guest concerns with transparency and professionalism, earning praise from viewers and stakeholders alike.
• Support for Local Communities: By encouraging travel to Hawaii, the video indirectly contributed to sustaining local businesses and fostering economic recovery.

The Hawaii Sales Message video featuring John Chernesky is a prime example of the power of video production in addressing real-time concerns and promoting travel opportunities. Content Supply’s blend of clear messaging, engaging visuals, and professional editing effectively reassured potential travelers and reinforced Princess Cruises’ reputation as a trusted travel provider.