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Princess Cruises Appoints Creative Agency Baber Smith



Agency set to develop ‘Come back new’ campaign

Princess Cruises Appoints Creative Agency Baber Smith

Princess Cruises, owned by Carnival PLC, has appointed London-based creative agency, Baber Smith, following a six-way competitive pitch. This is the first time that Princess Cruises has used an external agency for its creative campaigns. 

The contract includes creating a new look and feel to promote Princess Cruises and bring the brand to life, while retaining the “Come back new” slogan at the heart of all their campaigns.

Baber Smith has built up an impressive track record of work for the retail, leisure and travel industry. Their previous campaigns have included American Express, Fairmont Hotels and Resorts and Brent Cross. Their work for Princess Cruises will include everything from digital campaigns to press and B2B activity.

Suzanne Korff, Head of Marketing Communications at Princess Cruises explained why they chose Baber Smith: “We launched this pitch in order to explore how Princess Cruises can create a visual cut-though in the cruise marketplace, as well as clarify our belief that a ‘cruise isn't good enough unless you come back new’. The winning creative by Baber Smith enables us to convey Princess as a premium cruise line, along with our mission of providing enriching experiences to over 330 ports of call. Most importantly, it’s a creative that can help us build an emotional connection with our consumers, and bearing in mind how consumer consumption of advertising has changed, this also enables us to place engaging content at the heart of every piece of communication across all channels.” 

Simon Smith, Creative Director at Baber Smith, said: “We are delighted to be working with Princess Cruises and we’re looking forward to helping them reinforce their position as a premium cruise line with a vast array of destinations.”

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Categories: Travel, Holiday, Tue, 04 Aug 2015 11:27:38 GMT