PRINCESS Cruises PROMISES Come back new

Posted on 01/10/2016

Princess Cruises celebrated their 50th anniversary in 2015 with their campaign Come Back New. This year the initiative is called More Ashore, with the understanding that adding to the port experience will help their guests come back new. Ultimately the cruise line wants to enhance the customer experience to make it easier for agents to sell it, hence their focus on adding value with drink packages and upgraded dining experiences.

“We are delivering on our Come Back New promise,” said Gordon Ho, senior vice president of marketing at Princess Cruises. “We make sure we provide a meaningful, transformative and rejuvenating vacation experience that help our guests come back new. Many of changes affect the cuisine on board. Chef Curtis Stone will introduce menu items across all the main dining rooms under the umbrella name Crafted by Curtis. Chef Ernesto Uchimura has designed a new menu (including the hamburger called Ernesto) for the Salty Dog pub. Princess has partnered with Broadway show creator Stephen Schwartz who is creating four musicals exclusively for the cruise line. They have also signed Broadway talent, including choreographers, light and costume designers, special effect developers and musical directors. Ho said, “Going on vacation, people want to relax, and we want them to come back not just new, but fresh and relaxed. So we are launching the Princess Luxury Bed in partnership with the Sleep Doctor, Michael Breus, who is designing an all new bed and mattress. “And we have paired him up with Candice Olsen of HGTV Divine Design, who will provide the aesthetics, the look of the bed and the bedding.” Princess is introducing Flexible Fares to its Easy Air programme, where guests can make changes until the final payment for the cruise is due at prices similar to refundable fares.