Tag Archives: Come Back New

Princess Cruises gives The Voice a floating stage

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The Voice UK Judges.

Princess Cruises is preparing to take TV singing competition The Voice to sea.

The Voice of the Ocean sailings will start in October with Regal Princess, followed by Royal Princess and Caribbean Princess in November, before further sailings next year.

There cruises will host karaoke sessions for over-16s and opportunities to audition before fellow guests and cruise staff, who decide which hopefuls go further.

Selected singers will be assigned a mentor before a live show on the last night of the cruise. Coaches will pick team members before the audience votes for a winner.

Adrian Fischer, entertainment vice-president at Princess Cruises, said: “Guests will perform on a high-tech set almost identical to the hit show, including rotating red chairs and a live Princess band with backup singers.

“We’re excited to foster undiscovered talent.”

The initiative is part of Princess’s ‘come back new’ tagline.

Princess Cruises campaign includes TV ads

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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.