Seatrade Cruise News is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Princess refreshes 'come back new' campaign for wave season

A 'come back new' print advertisement including the Discovery Channel connection
Princess Cruises launched a fresh advertising campaign to remind travelers of the memorable moments they can experience during a Princess vacation. The multimillion-dollar program comes on the heels of last year’s 'come back new' campaign that marked the line's return to television advertising after a decade and aimed to remind viewers that cruising can transform and enrich their lives.

The new campaign debuts at the beginning of wave season and promotes Princess Cruises’ 50th anniversary with national broadcast, print and digital advertising.

Created by San Francisco-based, award-winning agency Goodby, Silverstein and Partners, the broadcast creative evolves the storytelling approach of the 'come back new' theme to showcase Princess cruisers experiencing unforgettable events during Alaska and Caribbean cruises. Print ads explore a variety of destinations, cultures and culinary experiences that can lead travelers discover new things while on a cruise vacation.

The ads and other campaign materials are rolling out during January.

'This new campaign is an exciting opportunity for us to continue the successful momentum of our first "come back new" campaign with fresh content for our 50th anniversary year,' said Gordon Ho, svp marketing, Princess.

Many of the ads also promote the line’s recently announced partnership with the Discovery Channel and the 'Discovery at Sea' program, including stargazing, interactive on-board activities and shore excursions based on top-rated Discovery network shows and designed to appeal to families.

The new broadcast spots are available here.