By Tom Stieghorst
Princess Cruises will return to television for the first time in a decade with a $20 million ad campaign built around the slogan “Come Back New.”
The campaign will unfold in national and regional magazines, on radio and in digital formats, but the bulk of the spending will go to broadcast and cable television.
The ads will focus on personal experiences at sea, with photography to capture the idea that “a moment can transform you forever.”
Princess President Jan Swartz said they were inspired by passenger stories, “about how they return from their cruise vacation feeling rejuvenated and more closely connected with their loved ones, and with fresh perspectives stimulated by the beauty of the ocean, of the world and other cultures they visited, and their onboard experiences.”
The new TV spots will launch during the Critics’ Choice Movie Awards Red Carpet Show airing on the CW Network on Jan. 16.
The ads show a father carrying his happily exhausted daughter along the Promenade Deck. Other ads show couples who discover the value of time together, and how a day exploring Italy can inspire a surprising twist from the expected.
The parallel print campaign will “evoke the enriching possibilities of Princess’ worldwide cruise destinations,” an announcement said.
The campaign was created by the Goodby, Silverstein & Partners agency in San Francisco.