Welcome!

News Feed Item

Princess Cruises Launches Its Most Extensive Marketing Campaign Ever, Inviting Travelers Desiring Meaningful Vacations to "Come Back New"

Cruise Line's New Advertising Will Appear on Television for the First Time in More Than a Decade

SANTA CLARITA, Calif., Jan. 15, 2014 /PRNewswire/ -- As the new year begins, Princess Cruises is launching a fresh advertising campaign to remind travelers that cruising can transform and enrich their lives, and set the line's cruise vacations apart as an opportunity for passengers to "come back new." The $20 million program will be the company's most extensive ever, and marks a return to television and radio advertising for the brand, which has not taken to the airwaves for more than a decade.

(Photo: http://photos.prnewswire.com/prnh/20140115/LA46720)

The new campaign, which debuts today, is aimed at those consumers who the cruise line's research has uncovered as "meaningful travelers" – those who value experiences over things, and desire enriching and transformative vacation experiences. The ads feature people cruising with Princess who experience memorable moments onboard while connecting with nature, cultures and loved ones in a different way, and "come back new."

The new TV spots will launch during the Critics' Choice Movie Awards® Red Carpet Show airing on the CW network January 16.

Created by award-winning agency Goodby, Silverstein and Partners, the spots will air both online and on major television networks including CBS, NBC, ABC and Fox, plus many top cable networks and shows. They will be complemented by a series of dramatic print ads that evoke the enriching possibilities of Princess' worldwide cruise destinations, which will appear in national and regional magazines. Radio and digital advertising will round out the campaign.

"This new campaign is an exciting opportunity for us to differentiate Princess Cruises in the minds of travelers," said Jan Swartz, Princess Cruises president. "After extensive research, we identified a growing segment of people who want their vacations to transform them with new perspectives, new friendships and new stories. They are increasingly looking to discover new places, learn about other cultures, try new foods from the places they're visiting, and gain inspiration from the world they don't see every day. They want to 'come back new,' and our new campaign shows that Princess is the best cruise line to deliver this to them."

The new television spots focus on personal experiences at sea, with beautiful photography to capture the idea that "a moment can transform you forever." Ads take viewers along as a father lovingly carries his happily exhausted daughter along the Promenade Deck, creating a lifetime memory. Other ads show couples who discover the true value of time together, and how a wonderful day exploring Italy can inspire a surprising twist from the expected.

"Our new advertising theme really captures the essence of our brand promise to our passengers," Swartz continued. "The ads were actually inspired by our passengers' stories about how they return from their cruise vacation feeling rejuvenated and more closely connected with their loved ones, and with fresh perspectives stimulated by the beauty of the ocean, of the world and other cultures they visited, and their onboard experiences."

The print ads explore a variety of cruise destinations, cultures and experiences that can lead passengers to "come back new." Focusing initially on Alaska and Caribbean cruises, the ads capture the transformative moments of exploration. The ads will appear in a variety of outlets, including Travel & Leisure, Food and Wine, Sunset and National Geographic Traveler. Radio spots that continue the "come back new" theme will air in major markets around the U.S., including Los Angeles, San Francisco, Seattle, Houston, and Miami. The new ads and other campaign materials will roll out through the month of January.

The new broadcast spots are available at princess.com/come-back-new.

The new campaign was created by Goodby, Silverstein and Partners, an award-winning advertising agency based in San Francisco. The campaign executive creative director is Rich Silverstein, and the co-creative directors are Kate Catalinac and Damian Fitzgerald.

Additional information about Princess Cruises is available through a professional travel agent, by calling 1-800-PRINCESS, or by visiting the company's website at princess.com.

About Princess Cruises:
One of the best-known names in cruising, Princess Cruises is a global cruise and tour company operating a fleet of 17 modern ships renowned for their innovative design and wide array of choices in dining, entertainment and amenities, all provided in an environment of exceptional customer service. A recognized leader in worldwide cruising, Princess carries 1.7 million passengers each year to destinations around the globe ranging in length from three to 111 days. The company is part of Carnival Corporation & plc (NYSE/LSE:CCL; NYSE:CUK).

SOURCE Princess Cruises

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discuss how businesses can gain an edge over competitors by empowering consumers to take control through IoT. We'll cite examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He'll also highlight how IoT can revitalize and restore outdated business models, making them profitable...
Customer experience has become a competitive differentiator for companies, and it’s imperative that brands seamlessly connect the customer journey across all platforms. With the continued explosion of IoT, join us for a look at how to build a winning digital foundation in the connected era – today and in the future. In his session at @ThingsExpo, Chris Nguyen, Group Product Marketing Manager at Adobe, will discuss how to successfully leverage mobile, rapidly deploy content, capture real-time d...
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in Embedded and IoT solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/Big Data, HPC and ...
18th Cloud Expo, taking place June 7-9, 2016, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises are using some...
@DevOpsSummit taking place June 7-9, 2016 at Javits Center, New York City, and Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 18th International @CloudExpo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world.
What a difference a year makes. Organizations aren’t just talking about IoT possibilities, it is now baked into their core business strategy. With IoT, billions of devices generating data from different companies on different networks around the globe need to interact. From efficiency to better customer insights to completely new business models, IoT will turn traditional business models upside down. In the new customer-centric age, the key to success is delivering critical services and apps wit...
How will your company move to the cloud while ensuring a solid security posture? Organizations from small to large are increasingly adopting cloud solutions to deliver essential business services at a much lower cost. According to cyber security experts, the frequency and severity of cyber-attacks are on the rise, causing alarm to businesses and customers across a variety of industries. To defend against exploits like these, a company must adopt a comprehensive security defense strategy that is ...
Join us at Cloud Expo | @ThingsExpo 2016 – June 7-9 at the Javits Center in New York City and November 1-3 at the Santa Clara Convention Center in Santa Clara, CA – and deliver your unique message in a way that is striking and unforgettable by taking advantage of SYS-CON's unmatched high-impact, result-driven event / media packages.
SYS-CON Events announced today that Hanu Software will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Leveraging best-in-class people, processes, and technologies, Hanu provides high-quality, high-value software development and business process outsourcing services to independent software vendors (ISVs) and enterprises.
As cloud and storage projections continue to rise, the number of organizations moving to the cloud is escalating and it is clear cloud storage is here to stay. However, is it secure? Data is the lifeblood for government entities, countries, cloud service providers and enterprises alike and losing or exposing that data can have disastrous results. There are new concepts for data storage on the horizon that will deliver secure solutions for storing and moving sensitive data around the world. ...
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, will provide an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life ...
As organizations shift towards IT-as-a-service models, the need for managing and protecting data residing across physical, virtual, and now cloud environments grows with it. Commvault can ensure protection, access and E-Discovery of your data – whether in a private cloud, a Service Provider delivered public cloud, or a hybrid cloud environment – across the heterogeneous enterprise. In his general session at 18th Cloud Expo, Randy De Meno, Chief Technologist - Windows Products and Microsoft Part...
The cloud era has reached the stage where it is no longer a question of whether a company should migrate, but when. Enterprises have embraced the outsourcing of where their various applications are stored and who manages them, saving significant investment along the way. Plus, the cloud has become a defining competitive edge. Companies that fail to successfully adapt risk failure. The media, of course, continues to extol the virtues of the cloud, including how easy it is to get there. Migrating...
SYS-CON Events announced today that IBM Cloud Data Services has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. IBM Cloud Data Services offers a portfolio of integrated, best-of-breed cloud data services for developers focused on mobile computing and analytics use cases.
Cloud computing delivers on-demand resources that provide businesses with flexibility and cost-savings. The challenge in moving workloads to the cloud has been the cost and complexity of ensuring the initial and ongoing security and regulatory (PCI, HIPAA, FFIEC) compliance across private and public clouds. Manual security compliance is slow, prone to human error, and represents over 50% of the cost of managing cloud applications. Determining how to automate cloud security compliance is critical...