Princess repositions to capture experience-hungry travellers

Princess repositions to capture experience-hungry travellers
By admin


Princess Cruises is seeking to promote cruising as a life-enhancing experience through new brand positioning. 

The “Come back new” push is aimed “meaningful travellers”, according to the cruise line. Those are travellers who “value experiences over things, and desire enriching and transformative experiences”, it said.

A digital and print campaign will communicate the new positioning direct to the trade in Australia and New Zealand with selling tools also available through the new World’s Leading Cruise Lines digital platform.

The new tagline replaces “Escape completely”, with details to follow of a competition designed to help agents engage with the new positioning.

“After extensive research, we identified a growing segment of people who want their holidays to transform them with new perspectives, new friendships and new stories,” vice president Australia & NZ Stuart Allison said.

“They are increasingly looking to discover new places, learn about other cultures, try new foods from the places they’re visiting, and gain inspiration from the world they don’t see every day. They want to come back new and this campaign shows that Princess is the best cruise line to deliver this to them."

“Our new positioning really captures the essence of our brand promise to our passengers."

Check out a video inspired by the new positioning below – what do you think?

http://www.youtube.com/watch?v=3y3Y2B57a0Y

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