Tag Archives: sponsor

Princess Cruises to Sponsor Trackhouse Racing in NASCAR

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Princess Cruises today announced a deal with Trackhouse Racing to sponsor driver Daniel Suárez in the NASCAR Cup Series. 

Princess will serve as the primary sponsor on Suárez’s No. 99 Chevrolet Camaro at the Watkins Glen (N.Y.) International race on Aug. 21 and at Homestead-Miami (Fla.) Speedway on Oct. 23.

The partnership will also include Suárez’s teammate Ross Chastain and expand beyond what race fans will see on Sunday. In the coming weeks, Princess Cruises and Trackhouse Racing will unveil a program that will enable NASCAR fans to travel its ships around the world.

“We are proud to partner with Trackhouse Racing and enter the NASCAR world,” said John Padgett, president of Princess Cruises. “Trackhouse has been one of the most exciting and interesting teams, we appreciate and applaud Daniel and Ross’s impressive success and we look forward to showing NASCAR fans the exceptional, vacations Princess Cruises offers. We have a lot of plans that we think NASCAR fans are going to really like.”

Trackhouse Racing is in its second season in the Cup Series. Suárez and Chastain have visited victory lane three times in 2022 and are two of the favourites in the 16-driver playoffs that being Sept. 4 in Darlington (S.C.) Raceway.

“I can’t certainly tell you the type of trip I am going to go on this off-season if we win the championship,” said Suárez who became the first driver from Mexico (Monterrey) to win in the Cup Series on June 12, 2022, at Sonoma (Calif.) Raceway. “I think everyone has heard of Princess Cruises and dreams of going on a trip somewhere special. I hope we can help a lot of people do that soon.”

Trackhouse founder and team owner Justin Marks said the new partnership with Princess Cruises is another testament to the team as well as the sport of NASCAR.

“The biggest and most recognizable companies are seeing the value in Trackhouse Racing, our drivers and the sport of NASCAR,” said Marks who brought in entertainer Pitbull as a team partner last year as part of its off-track effort to expand the sport’s fan base beyond its normal demographic. “Princess Cruises is a powerful brand and the goal of this partnership is to expose our fans to the wonders of a Princess cruise vacation and provide NASCAR fans a very cool way to travel the globe.”

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AIDA Cruises will sponsor the 833rd-anniversary celebrations for the Port of Hamburg, taking place from Sept. 16 to 18, 2022.

The main attraction on the water will be AIDAprima on Saturday evening, Sept. 17, 2022: As the finale of the birthday party, the AIDAprima will provide a light show in the heart of the city.

“We are delighted to be the sponsor of Hafengeburtstag Hamburg for the ninth time, the largest maritime event in northern Germany with over a million visitors,” commented Alexander Ewig, senior vice president of marketing and sales for AIDA, in a prepared statement.

During the three-day event, those interested in cruising can find inspiration for their next dream vacation aboard an AIDA ship at a cruise line store set up in the port. Among the features, visitors will be able to see a replica AIDAcosma cabin. There will also be a large roof terrace with lounge chairs, along with AIDA travel consultants to provide information.

By 2022, nine AIDA ships will make 120 calls in Hamburg, The AIDAsol kicked off the nearly 12-month season on Jan. 7, 2022, and the AIDAprima will conclude the year on Dec. 29, 2022.

The ‘Downton Abbey’ bump

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Downton Abbey Original Trailer.

By Michelle Baran
InsightIn 2011, when Viking Cruises penned a deal to become a national corporate sponsor for PBS, which included having promos run during “Downton Abbey,” the company arguably struck gold. And likely so, too, did the entire river cruise industry.“Downton Abbey” has since gone on to enjoy enormous popular and critical success, and perhaps not surprisingly Viking has continued to sponsor the show.Earlier this year, Viking kicked up its PBS campaign a notch, unveiling a new concept for the ads that would run during “Downton Abbey’s” fourth season — a series of seven, 30-second spots that would each tell a different part of the Viking story, whether it was a focus on the destinations Viking visits, performances onboard the ships or an ad dedicated to Viking’s culinary program.MichelleBaran

In addition to the PBS program, Viking quietly made some additional cable TV ad buys in the last year (you may have noticed, like some of us at Travel Weekly did, Viking ads run during pro football games), resulting in a total of more than $400 million that Viking has invested to market its product, according to the company.

Viking’s ads aren’t just reaching consumers, either. The company notes that agents are seeing the commercials while watching “Downton” too.

“We have heard from agents who said that they never thought they would sell river cruises until they saw the new Viking Longships in our PBS Masterpiece sponsorship during ‘Downton Abbey,’” Richard Marnell, Viking’s senior vice president of marketing, recently said.

No one in the river cruise industry will argue against the fact that Viking is doing more to increase awareness about the category than any other river cruise line.

In fact, Viking’s competitors welcome the ad spend and any spillover effect it might have in boosting their own bookings as consumers learn about river cruising in between episodes of “Downton.”

“Viking is very good about their ads on TV. But all that does is really increase awareness of the marketplace,” said American Queen Steamboat Co. Chairman and CEO John Waggoner. Waggoner was discussing the possibility of Viking entering the U.S. river cruising space, and said he would welcome the added competition, in part because of Viking’s aggressive marketing strategy.

“The analogy I use is it’s kind of like buying a car,” Waggoner added. “You might see an ad for an for a Hyundai and say, ‘Hey honey, let’s buy a new car.’ Well, once you decide to buy a new car, then I think you go out and you start to compare the cars.”

Other river cruise lines have both directly and indirectly tipped their hats to Viking for investing in advertising the river cruise experience in a way none of them really has the financial backing to do.

So, what’s the ROI on Viking’s efforts? The company’s bullish shipbuilding strategy in Europe coupled with the ongoing PBS sponsorship suggests that the ads are doing their job. How much have they bolstered the industry overall? Well, no one in the river cruise space is asking Viking to stop, that’s for sure.