Princess Cruises is back on TV, and not just in old episodes of "The Love Boat."
The premium line will launch a new $20 million advertising campaign Thursday that includes commercials airing on network and top cable channels, radio, the Internet and print consumer and trade magazines.
It's the company's biggest ad campaign ever and the first time on TV in more than 10 years.
The campaign is targeted at "meaningful travelers" who seek education and enriching experiences that lets them "come back new" after their vacation. The ads feature people cruising on Princess ships who are transformed by connecting with nature, cultures and their companions in a different way.
"This new campaign is an exciting opportunity for us to differentiate Princess Cruises in the minds of travelers," said Princess President Jan Swartz. "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."
The new TV spots will launch during the Critics' Choice Movie Awards Red Carpet Show airing on the CW network and then will air on the major networks and top cable channels such as USA, Lifetime, MSNBC, CNN, Fox, National Geographic, HGTV, Food Network, Bravo, TLC, Hallmark, TNT, BBC America, Travel Channel, TVLand and more.
The ads will appear in a variety of outlets, including magazines such as Travel + Leisure, Food and Wine, Sunset and National Geographic Traveler. Radio commercials will air in major markets including Los Angeles, San Francisco, Seattle, Houston and Miami. The campaign was created by Goodby, Silverstein and Partners ad agency in San Francisco.
Collateral and other assets are available to travel agents, who can customize the material. "We obviously can't do this alone, it's a partnership," said Gordon Ho, senior vice president of marketing for Princess.
He said the premium line is an ideal match for the so-called meaningful travelers that it pinpointed in surveys. "We discovered there's a rapidly growing segment called the meaningful traveler that is seeking enrichment in their vacations plans through the destination, cultures, people they meet and even by enriching their relationships with their loved ones," Ho said. "Many have never cruised but are open to it. And we were delighted to learn that we marry up very well with them. That insight led us to say it's the right time for us to launch a major advertising campaign."
Plus, Princess introduced two new ships that it needs to fill - the Royal Princess last June and the Regal Princess in May.
The TV commercials feature memorable moments, such as a father carrying his happily exhausted daughter along the Promenade Deck or couples discovering how a day exploring Italy can inspire a surprising twist. The print ads initially focus on Alaska and the Caribbean, but will also feature other destinations.
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