Princess invites travellers to ‘Come Back New’
As the new year begins, Princess Cruises is launching a fresh advertising campaign to remind travellers 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 US$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 debuted yesterday (Jan. 15) in the US (and has a scheduled Feb. 3 launch in Canada), is aimed at those consumers who the cruise line’s research has uncovered as “meaningful travellers” – 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.”
Created by agency Goodby, Silverstein and Partners, the spots will air both online and on major television networks, 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 travellers,” 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.
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.
