Princess Cruises Launches Its Most Extensive Marketing Campaign Ever

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.

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.”

Source:-Princess Cruises