Wednesday, June 23, 2004

GIVE ‘EM AN “E”: After much ado trying to figure out exactly what passengers adore most about Love Boat cruising to better spread the word, Princess Cruises has hatched a multi-million dollar corporate branding initiative with a new tag line -- "Escape Completely " -- backed by ads, direct mail, brochures and online promos. The "escape" theme evolved after honchos determined that passengers love the line’s multifaceted product for life at sea, including lots of destinations, Anytime Dining, trademark balconies, and choice, choice, choice. The new blitz urges prospects to "Sail a thousand miles away from your daily routine," and promises "Life's little inconveniences, removed for your convenience." Ads have big photos showing life aboard, and small photo reminders of what’s left behind -- spilled coffee, no parking signs, and a rat running on a wheel. A large emblematic "E" -- a signature graphic on all materials -- ties to "escape completely" copy. The line’s 14 ships sail on 150 itineraries, calling at some 260 ports on seven continents.


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9:21 PM  

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