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Thanks to our experience in TV-centric social media, at the beginning of 2016 ArtScience were appointed by Princess Cruises to lead conversation around the ITV documentary The Cruise in order to maximise awareness and engagement with the brand.

As well as creating social media guidelines for employees and the stars of the show, we built an extensive social media calendar, covering a 10 week period that spanned pre-, during and post-transmission of the six episodes. To maximise engagement around the show we live-tweeted each episode, creating image and GIF-based content to engage viewers.

During the six-week broadcast period alone, we generated 13.7M organic impressions on Twitter and almost 17,000 engagements with content overall, with website visits significantly up year-on-year and purchase consideration high.