The $20 million program will be the company’s most extensive ever, and marks a return to television and radio advertising for the brand, which has not taken to the airwaves for more than a decade.
The new campaign, which debuts today, is aimed at those consumers who the cruise line’s research has uncovered as “meaningful travelers” – those who value experiences over things, and desire enriching and transformative vacation experiences. The ads feature people cruising with Princess who experience memorable moments onboard while connecting with nature, cultures and loved ones in a different way, and “come back new.”
The new TV spots will launch during the Critics’ Choice Movie Awards® Red Carpet Show airing on the CW network January 16.
The new television spots focus on personal experiences at sea, with beautiful photography to capture the idea that “a moment can transform you forever. Ads take viewers along as a father lovingly carries his happily exhausted daughter along the Promenade Deck, creating a lifetime memory. Other ads show couples who discover the true value of time together, and how a wonderful day exploring Italy can inspire a surprising twist from the expected.