• by Tanya Gazdik , January 14, 2014

Princess Cruises is taking a cue from its tagline, “Come Back New,” with the launch of its first TV marketing campaign in 10 years.

The $20 million campaign, from Goodby Silverstein & Partners, breaks Jan. 15 on social channels. Three 30-second TV spots launch Jan. 16 during the Critics’ Choice Movie Awards Red Carpet Show airing on the CW network.

The goal of the campaign is to differentiate Princess Cruises in the minds of travelers, says Jan Swartz, Princess Cruises president.

“After extensive research, we identified a growing segment of people who want their vacations to transform them with new perspectives, new friendships and new stories,” Swartz says. “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.”

The effort, which has a distinctively cool and ethereal feel, will run through May. In addition to the TV spots, it also includes two print executions, radio and three banner ads.

The TV ads focus on personal experiences at sea, with beautiful photography to capture the idea that “a moment can transform you forever.” Ads take viewers along as a father lovingly carries his happily exhausted daughter along the Promenade Deck, creating a lifetime memory. Other ads show couples who discover the true value of time together, and how a wonderful day exploring Italy can inspire a surprising twist from the expected.

It is aimed at consumers who are “meaningful travelers” -- defined as 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 spots will air both online and on major television networks including CBS, NBC, ABC and Fox.

Print executions explore destinations, cultures and experiences that can lead passengers to “come back new.” Focusing initially on Alaska and the Caribbean, the ads capture the transformative moments of exploration.

The ads will appear in a variety of outlets, including Travel & Leisure, Food and Wine, Sunset and National Geographic Traveler.

Radio spots that continue the theme will air in major markets around the U.S., including Los Angeles, San Francisco, Seattle, Houston, and Miami.

The campaign’s creative captures the essence of the company’s brand promise to passengers, Swartz said.

“The ads were actually inspired by our passengers’ stories about how they return from their cruise 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,” Swartz said.