Social Media Strategy | Content Marketing | Web Video
“The great difference between voyages rests not with the ships, but with the people you meet on them - Amelia Barr”
For every voyage on Dream Cruises, it carries around 3,000 passengers. At the same time, it also takes over 2,000 crew members on board.
Besides the cabin, cuisines, and facilities, our crew members are also an essential part of a Dream Cruises' experience.
Every Dream Cruises' crew member spends at least nine months in a row on board. Everyone has his or her dream and a unique story to tell.
Behind The Dream is a mini-documentary series revealing the behind the scene stories of a group of crew members.
The Concept
Behind The Dream is a mini-documentary series revealing the behind the scene stories of a group of crew members.
They play different roles from entertainment, housekeeping, kitchen, logistic to event management.
Every discipline is significant. Each individual is the soul behind the dream holiday of our guest.
The Dream Cruises brand champions the crew members as if they are the spokesperson of the brand.
Behind The Dream | The Teaser Video
Before introducing our featuring crew member, we began with a teaser video to interact with the fans and internal Dream Cruises staff.
Wan Xuan From China
After the teaser launched for a few days, we introduced the two minutes long mini-documentary video of our featuring crew member.
The crew members of Dream Cruises are multi-races. So you won't be surprised that the online responses from the home country of these featured individuals were particularly remarkable.
Gautham Shetty From India
Vanessa Mariz From Brazil
Vivian Liu From China
Stanislavs Markovs From Latvia
Ahmad Sabri Hassan (Malaysia) & Samuel Ng (Hong Kong)
Wensley Landicho from Philippines
The Results
This Behind The Dream series has become not only a powerful marketing tool for various online channels but also a long-term content strategy for recruitment and internal communication.
Throughout twelve months, we launched one video almost every month. These videos became some of the most engaging and highest viewed content the company has created so far.
Because of the popular demand, the requests from different department heads also keep growing. Many of them are keen to have their proud team members featuring in the video series.
At Dream Cruises, we believe that we are a carrier of aspirations. And we connect not only passengers but also our crew members with different dreams. The Behind The Dream campaign truly demonstrated that the spirit of pursuing dreams is boundless.