Princess Cruises Unveils New Global Brand Positioning as "The World's Leading Cruise Line"

Pei Bei and Wang Zhuxiaoyin, a couple, star in the latest advertisement

Princess Cruises Adds Xiamen as a Home Port, Upgrades Cruise Products, and Actively Expands Its Business in China

Shanghai, February 26, 2016 /PRNewswire/ -- Carnival Corporation, the world’s leading cruise companyyesterdayannounced that its Princess Cruises brand will adopt "The World's Leading Cruise Line" as its new global brand positioning and will continue to deliver an international premium cruise vacation experience befitting royalty for its guests. To vividly illustrate this brand positioning, Princess Cruises has produced an exciting commercial titled "In Search of the Princess," featuring supermodel couple Pei Bei and Wang Zhuxiaoyin, who also attended the brand launch event for Princess Cruisesyesterdayin Shanghai.

(From left to right) Wang Ping, Vice President and General Manager of Carnival Cruise Lines China, Jan Swartz, President of Princess Cruises, supermodel couple Pei Bei and Wang Zhuxiaoyin, Anthony Kaufman, Executive Vice President of International Operations for Princess Cruises, and Trey Hickey, Senior Vice President of International Sales for Princess Cruises, pose for a photo at the Princess Cruises 2016 Brand Launch Event.

As the highlight of Princess Cruises' new marketing campaign, the commercial starring Pei Bei and Wang Zhuxiaoyin positions Princess Cruises as "The World's Leading Cruise Line" in China, offering guests a princess-like cruise experience. The film follows the couple on their quest to find "a real-life princess" and showcases the various extraordinary experiences aboard Princess Cruises. At the end of the film, it will revealto everyonewho the real princess is.

Princess Cruises and Carnival Corporation have partnered with McCann·Worldgroup Shanghai to assemble an international team for the production of the commercial, inviting Hollywood production company Meridian Content, advertising director Bo Krabbe, and renowned cinematographer Michael Barrett to take the helm. In 2014, the same team produced the blockbuster ad that marked Princess Cruises' official entry into the Chinese market — "Welcome to Princess." Art designer Ariana Nakata crafted numerous iconic details for the "princess experience" in the film, while costume stylist Abby O’Sullivan brought unparalleled luxury to the film through an exclusive couture gown designed for Pei Bei and dazzling custom headpieces worn by the musical performers. The film’s score was composed by Emmy Award-winning composer Ali Helnwein, with some tracks even recorded at the legendary Capitol Records Studio in Los Angeles. Additionally, the renowned Chinese voice actor Tong Zhirong, who famously dubbed characters in the classic film "Zorro," also lent his voice to this commercial.·Bo Krabbe and renowned cinematographer Michael Barrett were behind the production.·In 2014, the same team also created the blockbuster commercial that heralded Princess Cruises' official entry into the Chinese market — "Welcome to Princess Hospitality."·Art director Ariana Nakata crafted a wealth of iconic details for the "princess experience" featured in the film.·Costume stylist Abby O’Sullivan brought unparalleled luxury to the film through an exclusive custom gown designed for Pei Bei, as well as dazzling, bespoke headpieces for the musical performers.·The film’s score was personally composed by Emmy Award-winning composer Ali Helnwein, with some tracks even recorded at the famed Capitol Records Studio in Los Angeles.

Jan Swartz, President of Princess Cruises, said: "With our new positioning as 'The World's Leading Cruise Line,' we look forward to delivering a princess-like international premium cruise vacation experience to even more Chinese guests during the upcoming China cruise season."·Jan Swartz stated: "As Princess Cruises repositions itself as the 'Global Cruise Expert,' we look forward to creating a princess-level, international high-end cruise vacation experience for even more Chinese guests during the upcoming China sailing season."

Jan Swartz, President of Princess Cruises

As "The World's Leading Cruise Line," Princess Cruises will continue to offer guests the elegance of Princess style, the comfort of Princess indulgence, the delight of Princess cuisine, and the joy of Princess entertainment. Princess Cruises has also prepared a series of new products for its 2016 China sailings, with highlights of this product upgrade including:

• State Dinner (French Court Dining):Inspired by 18th-century banquets held in the Palace of Versailles, Princess Cruises’ master chefs recreate exquisite French haute cuisine for guests.
• Fete FrancaisFrench Culture Festival:Princess Cruises will specially present the newly created Fete Francais French Culture Festival during the 2016 China home port cruise season, offering guests a rich celebration of French culture. Through engaging activities, classes, and performances, guests on every sailing can embark on a journey through French flair.
• Curtis·Stone (Curtis Stone) Customized Cuisine:Renowned Chef Curtis·Stone has created special appetizers and main courses tailored for Princess Cruises, which will appear on the main dining room menu.
• Newly Upgraded Indulgent Chocolate Journey:Famous chocolate maestro Norman·Love (Norman Love) has specially crafted exquisite desserts for Princess Cruises, now undergoing a brand-new upgrade: International Pastry Bar will offer Norman·Love’s new desserts daily, while the main dining room will serve an upgraded version of Norman·Love’s chocolate soufflé.
• Domestic and International Performing Guests: Featuring well-known acrobats and magicians to ensure Chinese guests of all ages can enjoy top-tier international performances.

Princess Cruises also announced at this press conference the milestone achievement of “three homeports in three years.” In 2016, Princess Cruises will launch its Xiamen homeport and comprehensively upgrade its cruise offerings.

“Since we first introduced high-end cruise experiences to the Chinese market in 2014, Princess Cruises and Princess Class have been warmly welcomed and highly recognized by Chinese guests. Our commitment to the Chinese market has always been strong,” Ms. Schwartz added. “Looking back at the success of the past two years and looking forward to the excitement of the next two, we have every reason to believe that through close collaboration with all key partners, cruise travel will become a mainstream travel option in China.”

In 2016, guests can sail on Sapphire Princess and Golden Princess from Shanghai, Tianjin, and Xiamen to numerous destinations in South Korea and Japan. Starting May 2016, Sapphire Princess will depart from the Shanghai homeport, commencing a full-year sailing season; during that period, Sapphire Princess will also operate a 23-day sailing season from Xiamen as its homeport from June 15 to July 7. Additionally, Golden Princess will launch its first China sailing season from the Tianjin homeport.

Ms. Wang Ping, Vice President and General Manager of Carnival Corporation & plc China, stated: “Today, all of our announcements demonstrate Princess Cruises’ consistent commitment to creating innovative cruise products tailored for Chinese guests, continuously exceeding their expectations. Through our extensive selection of Chinese homeports and enhanced Princess Class product itineraries, we hope every guest can find their perfect choice aboard Princess Cruises.”

Ms. Wang Ping, Vice President and General Manager of Carnival Corporation & plc China

Looking ahead to 2017, Majestic Princess will commence its first full-year sailing season from Shanghai as its homeport. This cruise ship, custom-built for Chinese guests, recently completed its successful maiden float at the Fincantieri shipyard in Monfalcone, Italy.

To watch the full version of Princess Cruises’ 2016 new commercial “Find Your Princess” or to learn more about the products, please visit the official Princess Cruises China website at http://www.princesschina.com/