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New UK brand positioning for Princess Cruises
Monday, 15 Apr, 2010
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US line Princess Cruises is to embark on a marketing and sales drive in a bid to heighten its brand awareness in the UK.
An increased emphasis high standards of food and service and the relaxing and rejuvenating on board ambiance is planned following passenger research.
The research reveals that despite its number four position in the UK market, Princess is not as widely known as other UK cruise brands.
Trustworthiness, excellent food and high standards on board were the top priorities for British cruisers choosing a cruise line, the study found.
The new brand positioning aims to create more “stand-out” from other cruise companies and increase its presence in the UK.
The activity kicks off next week with the release of new-look 2011/12 brochures, starting with Mediterranean & Scandinavia.
The brochures have been designed to illustrate a promise of providing a “rejuvenating and relaxing retreat,” which research proved to be appealing to consumers.
The new design will be supported with increased direct marketing activity and more joint marketing with agents.
UK head of brand marketing Pieter van der Schee said: “The new look illustrates Princess as the consummate host and the perfect retreat from which to explore the world.
“We have ambitious plans to grow the number of Princess passengers from the UK to our many destinations around the world and our increased activity and new identity for the
brand are important in our quest.”
by Phil Davies
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