Re-Branding Is All The Rage

Following hard on the heels of the recent 'relaunch' of Azamara Cruises as Azamara Club Cruises, Princess Cruises have decided they need to spruce themselves up for the UK market.

For many years, Princess have been seen as the 'American' arm of P&O, and yet that is a gross over-simplification of the relationship between the two sister companies, who both became part of the giant Carnival conglomerate in 2002. There has always been an element of cross-over from P&O to Princess, and vice versa, since the 'Love Boat' cruise line started sending ships over to Europe more than 10 years ago. Their style appealed to passengers on both sides of the Atlantic, and the differences between the two fleets provided plenty of contrast.

More recently, P&O vessels have started to look more like their Princess counterparts - less traditional, more glamorous and all with a common starting point from the shipyard.

However, there obviously remains a 'difference' both from the Italian roots of the Princess line (many of their original vessels having been merged in from the Med-based Sitmar Line) and their predominantly American clientele, so it is a little surprising to hear the 'US' version needs to re-brand itself for British consumption.

You would think UK cruisers would be sophisticated enough to know the difference, and to understand the attractions, of cruising with Princess rather than the P&O option, but it seems that is not the case.

Among other things, Princess intends to present a 'fresh look' that has an 'emphasis on high standards' and will provide a ‘rejuvenating and relaxing retreat’ at sea.

Hmm. Call me old-fashioned, but I would pretty much say those should be the cornerstones of every cruise line today. Most ships are relatively new (or heavily refurbished); most cruises offer high quality in terms of food, service and entertainment (especially when compared with similar-priced land alternatives); and ALL cruises should ultimately be a relaxing experience (unless you try to take in every onboard activity and every excursion at every port of call!).

Princess already have excellent ships, with a genuine variety in their fleet and some superb service enhancements (like their Movies Under The Stars facility - see above). They offer great dining options and some far-reaching itineraries, as well as a distinctive Italo-American gloss that sets them apart from main rivals Holland America and Celebrity.

So I'm left wondering if this 're-brand' is primarily a marketing exercise aimed at making Princess better known to those who have yet to sample a cruise rather than anything substantial in terms of their product delivery.

Then again, perhaps I need to take a Princess cruise sometime soon to find out! Here's their press release in full:

13 April 2010 – In a bid to grow its business in the UK, Princess Cruises is re-launching the brand with the introduction of its new 2011/12 brochures. Based on extensive customer research, the brand will increase the emphasis on the high standards of its food and service and the relaxing and rejuvenating ambiance onboard. The new brochures, starting with the Mediterranean & Scandinavia 2011 edition, which is due out next week, will highlight the new positioning with a completely fresh look. The growing success of Princess in the UK has taken it to the number four position in the UK market, with a very loyal following. The research reveals that despite its positioning in the market, Princess is not as widely known as other UK brands. The new brand positioning for Princess will create more stand-out from other cruise lines, and increase its presence in the UK through a drive of marketing and sales initiatives.

Trustworthiness, excellent food and high standards onboard were the top priorities for British cruisers choosing a cruise line. Princess’s new look for the brand in the UK will highlight the exceptional dedication of its crew to maintaining the highest standards and the excellent quality of its cuisine, with all food freshly prepared from scratch every day. The new brochures have a calmer and more relaxed feel, illustrating the brand’s promise of providing a ‘rejuvenating and relaxing retreat,’ which research proved to be appealing to consumers.

“I am very excited about the beautiful new brand our marketing team has created. The new look illustrates Princess as the consummate host and the perfect retreat from which to explore the world,” said Pieter van der Schee, Princess Cruises’ head of brand marketing. “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.”

Princess Cruises’ new look in the UK can first be seen in the Mediterranean & Scandinavia 2011 brochure, out next week. The new design will then be rolled out to all other brochures and marketing literature and will be supported with increased direct marketing activity and more joint marketing with agent partners.

Time Spent at Sea has moved and can now be found at World of Cruising. You can follow World of Cruising on Twitter and Facebook for the very latest in cruise news.

If you haven't already, subscribe to the World of Cruising magazine today.