One month ago, Princess Cruises began a $20 million marketing campaign that launched the new motto, “come back new”. This marked a return to the television and radio markets for Princess for the first time in over 10 years.
This motto change from “Escape Completely” does what no other cruise line motto does, it references after the cruise. I put Princess to the test on the Ruby Princess this past week to see if I really would “come back new”. I wanted to see if this new marketing campaign lived up to expectations.
Right away I noticed something different about Princess. The ship was geared towards what cruising should be. The music was relaxing and everywhere you looked there were quiet places you could sit and watch Caribbean sea sail by.
We live in the day and age of mega cruise ships where cruise lines compete to have the best “Six Flags at Sea”. You won’t find those gimmicks on Princess. There are no water parks and water slides, carousels, bumper cars, ropes courses, or flowriders.
What you will find is cruising the way it should be, great service and food on a beautiful ship.
Cruising should be about visiting different ports of call and having experiences that you can only have at sea. It should not be trying to squeeze as many “land experiences” that you can onto each cruise ship.
Sir Francis Drake summed it up best when he said, “It isn’t that life ashore is distasteful to me, but life at sea is better”. So why mix the two?
The new commercial for Princess Cruises tells us that it is about the spirit of adventure, and the chance to be in awe of the world that we live in. It is about forgetting what day it is and that a cruise isn’t good enough, unless we come back new.
It is a chance to forget about politics, sports, reality TV stars, or stress at your job. It is an opportunity to fall asleep and wake up to the sound of the ocean or have breakfast on your balcony with no land in sight. It is the chance to visit new worlds and learn about different cultures. It is all about life at sea.
I came home refreshed, with a new vision of cruising. Thank you Princess, I came home new!