Cruise

Princess hatches plan to stand out from the crowd

Anne Majumdar

Princess Cruises has unveiled a new $450 million multi-year strategy designed to make the cruise line stand out amid an increasingly competitive market.

The Come Back New Promise incorporates a program of product innovation and cruise ship renovation designed to “enhance” the onboard experience, vice president Australia & New Zealand Stuart Allison revealed.

The Come Back New Promise differentiates our approach to cruising and offers our guests enriching holiday experiences by connecting them with each other, nature and different cultures in a new way,” he said.

“Our promise is to provide guests transformative moments designed to inspire them to discover the world and themselves, ultimately allowing us to declare that a cruise isn’t good enough unless you ‘come back new’.”

It builds upon last year’s release of the Come Back New marketing campaign:

Initiatives under the strategy include a partnership with renowned Aussie chef Curtis Stone, the new Princess Luxury Bed, immersive chocolate experiences, a tie-up with the Discovery Channel, an emphasis on fine whiskies, live sporting action, new original musical productions and an onboard mobile messaging service.

More announcements will be made in the coming months, Princess confirmed.



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