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Princess Cruises has launched Come Back New, its most broad-reaching advertising campaign to date. With its $20 million campaign, Princess returns to television and radio for the first time in 10 years, in addition to using print and online advertisements.
The campaign grew out of Princess’ market research that uncovered the latest fastest-growing segment of travelers, which the company identified as “meaningful travelers,” or travelers who want to experience and learn new things through travel, seeking enriching and cultural experiences. The Come Back New campaign invites travelers to do just that. Princess realized that its unique experiences and destination offerings — sailing to more than 350 places in the world — make it an ideal fit for this growing demographic.
“Our new advertising theme really captures the essence of our brand promise to our passengers,” said Jan Swartz, president of Princess Cruises. “The ads were actually inspired by our passengers’ stories about how they return from their cruise vacation feeling rejuvenated, more closely connected with their loved ones and with fresh perspectives stimulated by the beauty of the ocean, the cultures they visited and their onboard experiences.”