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Princess president Jan Swartz - new branding seeks to convey an 'unparalleled premium and international vacation experience'

Princess unveils new 'Global Travel Master' branding for China

Princess Cruises unveiled its new brand positioning in China as the 'Global Travel Master,' offering an international premium cruise experience that is sure to make them feel like a princess. The line also announced a new homeport, Xiamen.

The new branding is brought to life by a mini-movie, 'Where's the Princess?' featuring celebrity couple, Emma Pei and Rojamtic Wang, who attended a Shanghai news conference on Friday.

The film serves as the centerpiece of the new marketing campaign. The storyline follows the couple as they explore the ship's experiences and venues while searching for a real-life princess. At the end, it is revealed who the real-life princess is.

In addition, Princess will expand its presence with a new homeport in Xiamen.

This year the line will carry passengers aboard Sapphire Princess and Golden Princess to destinations in Korea and Japan from the homeports of Shanghai, Tianjin and Xiamen. Starting in May, Sapphire Princess will offer year-round itineraries from Shanghai with a 23-day season in Xiamen from June 15 to July 7. Golden Princess will also begin its first China summer season in Tianjin.

Princess, Carnival plc and advertising agency McCann Shanghai assembled an international team to produce 'Where's the Princess?' Hollywood production house Meridian Content, commercial director Bo Krabbe, and renowned movie/TV cinematographer Michael Barrett led the production. They're the same team who produced 2014's 'Welcome to Princess Class' campaign that launched Princess in China.

Production designer Ariana Nakata crafted signature details for the film's many 'Princess' experiences, while the wardrobe designer Abby O'Sulllivan defined a premium style, from Emma Pei's couture dress to the showgirl gowns with custom-made headdresses.

A full original score for the film was written and produced by Emmy-winning composer Ali Heinwein, and recorded in part at Capitol Records Studio in Los Angeles. Noted Chinese voiceover artist, Zirong Tong, best known for his work in 'Zorro,' provided the signoff narrations.

'With this new brand positioning as the Global Travel Master, we look forward to more Chinese guests feeling like a princess by offering them an unparalleled premium and international vacation experience during the upcoming China season,' Princess president Jan Swartz said.

New programs planned for the 2016 China cruises include a Royal French Edition of the World Leaders' Dinner; Fete Francais, with French-inspired group activities, classes and performances; 'Crafted by Curtis Stone' menu items from the Australian celebrity chef; enhanced 'Chocolate Journeys' with special treats by pastry chef Norman Love; and an array of international and Chinese guest entertainers. These include famous jugglers, acrobats and magicians.

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