Via Goodby, Silverstein and Partners, Princess Cruises is launching a $20 million ad campaign–the company’s most extensive ever–and marks a return to television and radio for the brand, which has not taken to the airwaves for more than a decade.
The new campaign is aimed at those consumers who the cruise line’s research has uncovered as “meaningful travelers” — those who value experiences over things, and desire enriching and transformative vacation experiences. The ads feature people cruising with Princess who experience memorable moments onboard while connecting with nature, cultures and loved ones in a different way, and “come back new.”
The new TV spots launched during the Critics’ Choice Movie Awards Red Carpet Show airing on The CW 1/16.
The TV spots will air on CBS, NBC, ABC and Fox, plus many top cable networks and shows. They will be complemented by a series of print ads that evoke the enriching possibilities of Princess’ worldwide cruise destinations, which will appear in national and regional magazines. Radio and digital will round out the campaign. We’re checking on the radio buy details.