Princess Cruises launches a national TV and print brand effort Jan. 8 from new agency Suissa Miller, Los Angeles, emphasizing that consumers can customize their trips. The new theme line is "Princess ... where I belong." Three-page print ads include a full-page photograph with a single line of copy that reads: "What do I want most?" The ensuing two-page spread has several lines of copy that express potential cruiser desires such as, "I want to greet the sun from our balcony and put it to bed at night" and "I want a dinner that's 3,000 miles from meatloaf." TV uses a voice-over to deliver the "I want" statements. Print will run in Travel & Leisure, Sunset and Coastal Living, among others.
Copyright January 2001, Crain Communications Inc.