After a decade of absence from television and radio advertising, Princess Cruises returns to the practice, with a fresh advertising campaign, that suggests that cruising can transform and enrich travelers’ lives. Titled “Come Back New” the advertising campaign has a $20 million fund, and is the most extensive effort ever endeavored by Princess Cruises.
Princess’ new campaign includes print ads that explore a variety of destinations, and capture the transformative moments of exploration. (PRNewsFoto/Princess Cruises)
The campaign debuted on January 14, 2014, and the new TV spots will launch during the Critics’ Choice Movie Awards® Red Carpet Show airing on the CW network January 16. The spots, which were created by Goodby, Silverstein and Partners (director Rich Silverstein, co-creative directors Kate Catalinac and Damian Fitzgerald), will also air on CBS, NBC, ABC and Fox, as well as on other cable networks, and primetime shows. The campaign is complete with print ads that show Princess’ worldwide cruise destinations. Finally, radio and digital advertising will round out the campaign.
The video below offers a better image of what Princess Cruises has in store for its passengers from now on:
The spots target a wide audience segment, from singles, to couples and families with children:
“Our new advertising theme really captures the essence of our brand promise to our passengers,” said Jan Swartz, Princess Cruises president. “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 first print ads released by Princess Cruises are focussed on Alaska and the Caribbeans. You will soon see the ads in Travel & Leisure, Food and Wine, Sunset and National Geographic Traveler.
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.
