Princess Cruises campaign includes TV ads

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.

Preview 2014: Cruise

By Tom Stieghorst

A rendering of the Costa Diadema.It’s been five years since the cruise industry has enjoyed anything like a historically “normal” year.

Starting with the 2008 financial meltdown and continuing through last year’s setback with the Carnival Triumph fire, the headwinds have made profit growth a struggle.

But 2014 could prove to be the breakout year for cruise earnings.

Norwegian Cruise Line Holdings CEO Kevin Sheehan is predicting a 60% rise in earnings before items like interest and depreciation. A Wave season that doesn’t put the industry in an early hole would improve pricing power throughout the year, a boon for agents as well as suppliers.

To be sure, forecasts are more measured at Royal Caribbean Cruises Ltd., and Carnival Corp. isn’t expecting positive year-over-year price comparisons until the second half of 2014.

But if prices do rebound, several factors will be working to keep them moving upward in 2014.

One is the increasing value that suppliers are placing on the travel agent distribution channel. It is likely, for example, that following Carnival Cruise Lines’ Carnival Conversations program, more agents are motivated to sell those ships today than they were a year ago.

Norwegian recently debuted an “Ask Away” monthly video chat with its top sales executives, while Princess Cruises has unveiled a rash of changes in 2013 designed to make selling that line easier.

An energized agent force can only stimulate demand for cruising, which supports improved pricing.

Cruise lines are also being more disciplined about buying new ships, to keep pricing power from eroding. Carnival, for example, is restricting growth to two to three ships a year across its 10-brand fleet. New deliveries scheduled for 2014 include the Costa Diadema, effectively a replacement for the Costa Concordia, and the Regal Princess, a sister to this year’s Royal Princess.

Also taking a sister ship next year will be Norwegian Cruise Line, which is adding the Norwegian Getaway in late January as a Miami-based version of the Norwegian Breakaway.

The most anticipated ship of 2014, however, will be Royal Caribbean International’s Quantum of the Seas, which will debut in the fall in New York. It is a new class for Royal, its first since the two successful Oasis-class giants.

Quantum will include several “wow” elements such as simulated skydiving and a London Eye-style observation capsule.

Another innovation debuting in 2014 will be “virtual balconies,” which are floor-to-ceiling screens on the wall of interior cabins onto which exterior views are projected. The Navigator of the Seas will get some in February in drydock before they are introduced on the Quantum.

Other innovations in 2014 come in itinerary planning, such as the Oceania Cruises world cruise, which debuts at an unheard-of 180-day length.

Below deck, new backup generators and air scrubber devices are being installed on some vessels to make cruises safer and cleaner next year.

On the service side, Carnival Cruise Lines rolls out two new main dining room programs in 2014 that will emphasize American cuisine.

In communications, several lines are upgrading to provide faster Internet access, with the most dramatic speeds promised for the Oasis and Quantum of the Seas, which will access a network of lower-orbiting satellites starting next year.

But not everything is going high-tech. Printed brochures are back at Carnival Cruise Lines in 2014 for the first time in five years.

Next year will be Carnival Corp. CEO Arnold Donald’s first full year at the helm, following his surprise appointment in 2013. Meanwhile, Edie Bornstein takes over as president of Crystal Cruises, and Cunard Line has new leadership, as well.

Two big anniversaries will be celebrated in 2014: The pioneering Queen Mary 2 will be 10 years old next year, and the Panama Canal will turn 100, leading to more interest in canal transits.

Challenges for 2014 will include crowding in the Caribbean, which will get the large MSC Divina and Norwegian Getaway ships as year-round additions to the market, as well as more short itineraries from Princess Cruises.

In Asia, expansions by Princess into Japan and by Royal Caribbean and Costa into China should continue, although the rise in tensions between those two countries might prevent the most desirable itinerary options.

And in Europe, signs of a turnaround in demand in the second half of 2013 could mean a better year in 2014. Although a weak economy in Spain has drained the life from that country’s cruise industry, Pullmantur will further redeploy in 2014 to Latin America, where it appears to be finding a second wind.

Princess Cruises launches ‘make new memories’ wave campaign

Princess Cruises is looking to create new memories for customers through its wave campaign. 

The cruise line has launched its Make New Memories campaign which includes a series of offers for customers booking during the coming months.

Alex White, head of sales, said the line had gone in a different direction from past wave campaigns and is looking to build on the success of its recent Cruise Extra campaign which ran for three months and encouraged early bookings.

This year’s campaign includes a ‘3 for free’ offer – with a free balcony upgrade, $100 shore excursion credit and a free framed formal photograph. Princess is also offering a lower deposit of £99 per person and third/fourth passenger fares from £99per person.

“We had great success with our Get Extra campaign and that helped pave the way for the wave campaign,” White said. “Since the dedicated sale team came in place it has meant a lot of change but it also means we are very focused on the brand.

“Our team has been working with agents to help them learn more about Princess and who we should promote it. For the wave campaign it’s a similar theme because we want agents to be telling customers about the memories they can make with Princess and as part of that we have offers to help them make more memories.

“It’s about focusing on why Princess is different from other cruise lines. It’s a really exciting campaign and we’re really looking to support agents as much as possible.”

The cruise is to host 20 ship visits next year for 400 agents, giving them the chance to explore four ships including Royal Princess which is returning to the UK briefly.

Speaking about the Get Extra campaign which began in September and included three separate initiatives – Princess Makes You Smile, Frontline First and Princess One to One – White said he was pleased by the number of new agents working with the line.

“We definitely cemented some older relationships but we also broadened our distribution by starting to work with agents who we haven’t worked with before,” he said. “Some of those new agents were cruise experts and others were from independents.

“The Princess One to One worked really well because it gave agents the chance to ask us for any help they might need and if they hadn’t worked with us before it was a chance to find out more about the company. A lot of agents really tailored that to get what they wanted from it and it is something we will continue to run.”

As part of the campaign Princess also launched its Frontline First scheme project which will see frontline agents take part in forums.

White said they had received “lots of expressions of interest” from agents wanting to get involved. The first forum session is expected to take place in January, with two taking place regionally each quarter.

Agents will be able to take part in webinars to learn all about the new campaign on Thursday at either 9.30am or 4pm and on Friday at 9.30am. The webinars are being hosted by White and Shane Riley, field sales and training manager.

As part of campaign Princess is giving agents the chance to win one of 35 Red Letter Day experience if they make a booking during the wave period between December 26 and February 28. Prizes will be given away each week and agents can enter as many times as they want.

Next year will be Princess Cruises’ first full year as an individual brand with its own dedicated sales team.