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Princess Cruises Invites Australians to Come Back New

February 28, 2014 Cruise No Comments Email Email

Princess Cruises has launched its new brand positioning to the local travel industry, designed to remind travellers that cruising can transform and enrich their lives. 

Titled “come back new”, it aims to reinforce the true definition of cruising by focussing on the transformative experiences that Princess Cruises offers its guests.

Resulting from extensive market research the cruise line recently undertook, the new brand positioning is aimed at “meaningful travellers” – those who value experiences over things, and desire enriching and transformative experiences.

Princess Cruises has launched a digital and print campaign based on the new positioning direct to the trade in Australia and New Zealand and will also support the industry with a range of unique selling tools available through its new digital platform World’s Leading Cruise Lines (

The “come back new” tagline replaces “escape completely”, with the cruise line set to announce details of a competition to help agents engage with the new positioning.

Princess Cruises Vice President Australia & New Zealand Stuart Allison said this was an exciting opportunity to differentiate Princess Cruises in the minds of Australian travellers.

“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,” Mr 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.”

A video capturing the essence of “come back new” can be seen on Princess Cruises YouTube page here

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