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Princess Cruises unveils new brand positioning as the Global Travel Master

Feb 27, 2016

SHANGHAI, China - Carnival Corporation & plc today introduced a new brand positioning for Princess Cruises as the Global Travel Master, offering guests an international premium cruise vacation experience that is sure to make them feel like a Princess. The new brand position is brought to life by an intriguing mini-movie, "Where's the Princess?" featuring celebrity couple, Emma Pei and Rojamtic Wang, who were in attendance at the press conference held today in Shanghai.

The film serves as the centerpiece of the brand's new marketing campaign featuring the couple, positioning Princess Cruises in China as the Global Travel Master in cruise vacation experiences that make you feel like a Princess. The storyline follows Emma and Rojamtic as they explore the ship's premium onboard experiences and venues while searching for a real-life Princess. At the end, it is revealed who the real-life Princess is.

Princess Cruises, Carnival plc and advertising agency McCann Shanghai assembled an international team to produce "Where's the Princess?" Hollywood production house Meridian Content, commercial director Bo Krabbe, and renowned movie/TV cinematographer Michael Barrett led the production - the same team who produced 2014's "Welcome to Princess Class" campaign that launched Princess in China. Production designer Ariana Nakata crafted signature details for the film's many "Princess" experiences, while the wardrobe designer Abby O'Sulllivan defined a timeless premium style, from Emma's one-of-a-kind couture dress to the dazzling showgirl gowns with custom-made headdresses. A full original score for the film was written and produced by Emmy-winning composer Ali Heinwein, and recorded in part at famous Capitol Records Studio in Los Angeles; noted Chinese voiceover artist, Zirong Tong, best known for his work in Zorro, provided the signoff narrations.

"With this new brand positioning as the Global Travel Master, we look forward to more Chinese guests feeling like a Princess by offering them an unparalleled premium and international vacation experience during the upcoming China season," said Jan Swartz, President of Princess Cruises.

Further highlighting Princess Cruises' international experience as the Global Travel Master, guests will continue to experience stylish comfort, attentive service, world-class fine dining options and diverse entertainment programs, with a number of new programs planned for 2016 China cruises. The highlights of the line's upgraded offerings include:

• World Leaders' Dinner (Royal French Edition) - Guests will be able to immerse themselves in an exquisite Royal French dinner, featuring dishes inspired by 18th century banquets served at the Chateau de Versailles.

• Fete Francais - Princess is bringing the rich beauty of French culture aboard 2016 homeport sailings through the new "Fete Francais". Guests can experience a France-inspired journey, with group activities, classes and performances throughout every cruise.

• "Crafted by Curtis Stone" Menu Items - Created exclusively for Princess by Australian celebrity chef Curtis Stone, special entrees and appetizers will be offered on the main dining room menus.

• Enhanced Chocolate Journeys - Special treats made by renowned pastry chef and chocolatier Norman Love - exclusively on Princess. Now including new Norman Love treats offered daily at the International Cafe, an upgraded Norman Love Chocolate Souffle served in the main dining room.

• Array of International & Chinese Guest Entertainers - Famous jugglers, acrobats and magicians have been invited aboard to bring guests world-class performances designed to delight Chinese audiences of all ages.

In addition, Princess Cruises announced it will reach a milestone in China by introducing three homeports within three years. In 2016, Princess Cruises is expanding its presence in the market with a new homeport in Xiamen and upgraded products.

"Since first introducing premium cruising to the China market in 2014, the response to Princess Cruises and Princess Class has been phenomenal. Our commitment to the China market remains strong and significant," Swartz added. "Continuing on from our success over the past two years, as well as exciting deployments in 2016 and 2017, and working closely and collectively with all valued travel partners, we believe cruising will become the major travel trend in China."

In 2016, Princess Cruises will take guests aboard Sapphire Princess and Golden Princess to destinations in Korea and Japan from the homeports of Shanghai, Tianjin and Xiamen. Starting from May 2016, Sapphire Princess will offer year-round itineraries from the homeport of Shanghai with a 23-day season in Xiamen from June 15 to July 7. Golden Princess will also begin her first China summer season in Tianjin.

"The announcements made today demonstrate a commitment by Princess Cruises to continually exceed guest expectations by bringing innovative and tailored cruise products specifically for the Chinese traveler," said Cherry Wang, Vice President and General Manager of Carnival plc China. "Through our extensive China-based homeports and upgraded Princess Class offerings, there is something for every traveler's interest aboard a Princess Cruises' ship."

Looking to 2017, Majestic Princess will debut year-round cruising from the homeport of Shanghai. The ship, designed and built specifically for the China market, recently reached a significant milestone when the vessel met water for the first time during a "float-out" ceremony at the Fincantieri shipyard in Monfalcone, Italy.

Princess Cruises unveils new brand positioning as the Global Travel Master

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