Launched on January 2014, Came Back New is the Princess Cruises’ new slogan for 2014 advertising campaign.
The “Come Back New” campaign is designed to appeal to consumers who value experiences over things. Princess hopes this new campaign will help differentiate its brand from other cruise products. Princess Cruises also return to television and radio advertising for the first time in a decade with a $20 million ad campaign built around the new slogan “Come Back New”.
As part of the campaign strategy, the new television advertising commercial spots is set to launch during the Critics’ Choice Movie Awards’ Red Carpet Show airing on the CW network January 16, 2014. On beginning January 20, 2014, Princess Cruises’ commercial ad also air both online and on major television networks including CBS, NBC, ABC and Fox, plus many top cable networks and shows.
Created by Goodby, Silverstein and Partners in San Francisco, the advertising commercial is focus on personal experiences at sea, with photography to capture the idea that “a moment can transform you forever”.
As part of the integrated marketing strategy, commercial ad is complemented by a series of dramatic print ads in national and regional magazines, as well as radio, digital and trade advertising. Prints ads is focused initially on Alaska and the Caribbean. They’ll appear in Travel & Leisure, Food and Wine, Sunset and National Geographic Traveler, among other publications.
Photos / Pictures / Images Gallery of Come Back New Advertising Campaign by Princess Cruises