Tag Archives: Jan Swartz

Princess Cruises to put new build in China

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Photo of the Regal Princess.
Princess Cruises said its 3,600-passenger ship under construction for delivery in 2017 will be deployed to China full time, with special modifications for the Chinese market.

The announcement makes Princess the second line, and the first owned by Carnival Corp., to commit an as-yet unfinished ship to China.

Royal Caribbean International broke the mold by announcing last year that the Quantum of the Seas would be stationed year-round in Shanghai after a six-month season in New York. More recently, it said a third ship in the Quantum class, the Ovation of the Seas, would also be devoted to China and Australia.

With the news, Princess Cruises dramatically increases its involvement in China. To date, Costa Cruises has been the main Carnival Corp. vehicle for China-sourced business, with the Sapphire Princess stationed in China only last year for a four-month summer season.

“Deploying our next new ship in China underscores our strong commitment to growing the China cruise market,” said Princess President Jan Swartz.

The new ship, as yet unnamed, is based on the same platform as the Royal and Regal Princess. However, it will also include distinctive features created for the Sapphire Princess, such as the World Leaders Dinner, traditional English afternoon tea, a Lobster Grill, Ultimate Balcony Dining, an ocean-view hot pot dinner option, ballroom dancing and an unparalleled duty-free shopping experience.

“And as this ship is still in the design phase we are looking forward to creating other new and exciting venues and experiences catering to the Chinese vacationer, which we will reveal in the coming months,” Swartz added.

Princess partners with Discovery Channel parent for shore excursions

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Princess Cruises in early 2015 will introduce Discovery at Sea, onboard activities and shore excursions based on programming from Discovery Communications, the parent company of the Discovery Channel, TLC, Animal Planet and the Science Channel.

Some of the integrations guests will experience are based on popular themes and programs such as “Shark Week,” “Mythbusters” and “Deadliest Catch.”

For example, the Shark Week at Sea activity will “challenge adults and kids alike, testing their knowledge of the ocean with trivia games.”

On shore, guests will see a destination’s native animals up close during Animal Planet tours. Guests will pan for gold in an excursion inspired by the Discovery Channel show “Gold Rush.”

“This is such an exciting partnership between our two companies because we are both passionate about exploring the world,” said Jan Swartz, president of Princess Cruises.

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.