Princess Cruises repositions brand with new love theme

Princess Cruises has unveiled a brand refresh focusing on the theme of love.

The line said the repositioning, which will be showcased across all its brand and marketing material, “underlines the belief that a cruise allows friends and families to connect and reconnect, encourages travellers to fall in love with new destinations, and inspires them to experience unparalleled onboard service and attentiveness”.

The theme was inspired by TV series The Love Boat which featured ships Pacific Princess and Island Princess.

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Princess Cruises said it was deploying a “subtle refresh” of its logo, with a new blue colour and a greater focus on its sea witch character, and has released a short video titled I Love This Holiday which is available to view on YouTube.

Eithne Williamson, vice-president for UK and Europe, said: “We believe that when we create effortless holidays for our guests, it allows them to fall in love with travelling.

“There’s so much on offer with Princess, both onboard and ashore, no matter what you love, you’ll find it with us.”

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