The first time I was first touched by a princess, like many young kids, was by one of Walt Disney’s animated features.
The second time I was touched by a princess was much later when we started filming for Princess Cruises, our company’s first client. I heard how the Brits pronounce the word, “prin-CESS”, in the most regal way and I found myself wanting to bow slightly. It’s very human to yearn for moments where we rise above the humdrum life for a brief taste of the best of life – the life enjoyed by royalty.
The closest I came to royalty was filming the J. Paul Getty documentary. Mr. Getty, at that time the richest American private citizen, had chosen Sutton Place for his home. Sutton Place is the Tudor mansion built in 1525 in Surrey by Sir Richard Weston, courtier to Henry VIII. 
Nice digs. Obviously, Mr. Getty, our gracious host, had access to the finest things of life. But Mr. Getty told us happiness had eluded him. He told us he’d give all his wealth for one successful marriage. With that my definition of “the best” changed. “The best” of life is being in love and loving those in our lives.
(Fletch with J. Paul Getty)
In February of this year, I was touched a third time. This time by Princess Cruises, again. Princess is redefining “the best” cruise in a way that parallels Mr. Getty’s view of what really is “the best” in life. Princess’ “come back new” campaign defines “the best” cruise as the one that brings the rich satisfaction of reconnecting with loved ones…exploring exotic places…connecting to rich historical textures…embracing cultures…in short, living life in love with our significant other, our families, and with the peoples and places Princess visits.
The “come back new” campaign is beautifully produced by Goodby Silverstein & Partners, Princess Cruises’ ad agency, capturing moments of reconnection on a Princess cruise. Ms. Jan Swartz, the new President of Princess Cruises, redefines cruising in the video below.
Steering the marketing launch is Mr. Gordon Ho, Senior Vice President of Marketing for Princess, formerly with Disney. His marketing course is based on survey data that a growing segment of cruise passengers want a transformative experience – “to enrich their lives, explore and visit new places, experience culture, and use vacations to reconnect with family.”
We applaud Princess for such a bold departure from their earlier branding, “escape completely”. The “come back new” campaign focuses not on escape but coming home to the core values that really matter to all of us in the family of man.
WIth this campaign Princess elevates its tier of caring service, already considered by most to be excellent. My wife and I cruised on the Diamond Princess last to Alaska. As always, the Princess crew took that extra step to make us feel well cared for.
With this new re-branding Princess returns to its core values that she had when we first started filming on the “Love Boat” as it was then known. More importantly, Princess expands her role to not only help one fall in love again with one’s significant other, but to fall in love with the world and the wonderful people and places Princess visits.
A touching corporate mission, in our view. Bon Voyage, Princess. Bon Voyage, Ms. Swartz. Bon Voyage, Mr. Ho.
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This blog was approved by Sadie Murray, Editor in Chief, on condition that “reconnecting with one’s dog” be added to the agenda of a “best life”.
- See more at: http://blog.theassociation.tv/#sthash.pO8ZJd6I.dpuf
