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Princess makes $450m 'Come Back New Promise'Princess makes $450m 'Come Back New Promise'

Princess Cruises became the latest line to announce a hefty brand investment, in the form of the $450m, multi-year 'Come Back New Promise.' Like others, this involves product innovations and ship renovations.

Anne Kalosh, Editor, Seatrade Cruise News & Senior Associate Editor, Seatrade Cruise Review

January 26, 2016

2 Min Read
Credit: Seatrade Cruise News

Playing on its 'Come Back New' branding, Princess said these enhancements will result in 'more transformative moments, lifetime memories and meaningful stories for guests to share from their cruise vacation.'

As Princess president Jan Swartz put it: 'Our promise is to provide guests transformative moments designed to inspire them to discover the world and themselves, ultimately allowing us to declare that a cruise isn’t good enough unless you "come back new."'

The program was announced Sunday on Ruby Princess which, together with Emerald Princess, has all the new product innovations (apart from the Princess Luxury Bed, which isn't available yet, though there was a demonstration model).

Attendees had lunch at the new SHARE restaurant with chef Curtis Stone, sampled The Salty Dog Gastropub with chef Ernesto Uchimuru, saw highlights of 'Magic to Do' by composer Stephen Schwartz and 'The Voice at Sea' and were treated to a chocolate and wine pairing. (Master chocolatier Norman Love got stuck in transit, though, due to the weekend blizzard on the US East Coast.)

The partnership with chef Stone will have 'Crafted by Curtis' menu items in the main dining room on all Princess ships, and some will have SHARE, his specialty restaurant that will include a new Chef’s Table experience designed by him.

The Salty Dog Gastropub, on select ships, was developed in collaboration with Uchimura, a founding chef of the original Umami Burger, and provides a variety of beer, whiskey and cocktail selections. 

Princess is installing 44,000 new beds, in every stateroom across the fleet, through 2018. The Princess Luxury Bed was developed in collaboration with Dr. Michael Breus, 'The Sleep Doctor,' and designer Candice Olson, star of the HGTV shows 'Candice Tells All' and 'Divine Design.'

And 'Style at Sea with TLC' has fashion expert Stacy London providing tips on what to pack, what to wear and how to look stylish on a cruise.

Earlier initiatives include 'Chocolate Journeys' with Norman Love, a Discovery Communications partnership—recently expanded—that brings activities and shore excursions to the Princess experience through shows like 'Deadliest Catch' and 'Shark Week,' and new original music productions in collaboration with award-winning composer Stephen Schwartz.

Further new offerings are 'Festivals of the World' with parties, activities, musical performances, festival-related movies and specialty shopping, a Craft Beer Series in partnerships with regional breweries and Princess@Sea Messenger, which connects passengers using mobile messenger, an instant message feature integrated into the free Princess@Sea mobile app, accessed by a smartphone or tablet browser.

Princess said more announcements about ship renovations, entertainment and accommodations in association with The Come Back New Promise are on the horizon.

About the Author

Anne Kalosh

Editor, Seatrade Cruise News & Senior Associate Editor, Seatrade Cruise Review

Anne Kalosh covers global stories, reporting both breaking and in-depth news on cruising's significant people, places, ships and trends. A sought-after expert on cruising, she has moderated conferences around the world, including the high-profile State of the Industry panel at Seatrade Cruise Global. She created and led the acclaimed itinerary-planning case study for Seatrade's cruise master classes held at Cambridge and Oxford universities. She has been the cruise columnist for AFAR.com, and her freelance stories have appeared in a wide range of publications, from The New York Times to The Miami Herald.

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