Princess Cruises unveils new brand positioning as “Global Cruise Expert”

Pei Bei and her husband Wang Zhuyintian star in the latest advertisement

Princess Cruises adds Xiamen as a new home port, upgrades cruise products comprehensively, 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 “Global Cruise Expert” as its new brand positioning and will continue to deliver an international, high-end cruise vacation experience worthy of royalty for its guests. To vividly illustrate this brand positioning, Princess Cruises has produced an exciting commercial titled “In Search of the Princess,” in which the two protagonists — supermodel couple Pei Bei and Wang Zhuyintian — also attended the Princess Cruisesyesterdaybrand launch event in 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 Zhuyintian, 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 2016 Princess Cruises Brand Launch.

As the highlight of Princess Cruises’ new marketing campaign, the commercial starring Pei Bei and Wang Zhuyintian positions Princess Cruises in China as the “Global Cruise Expert,” delivering a cruise experience befitting royalty. The film follows the couple on their quest to find the “real-life princess,” showcasing the diverse and exciting experiences available on Princess Cruises. At the end of the film, it willrevealwho the true princess is.

Princess Cruises and Carnival Corporation have partnered with McCann·Guangming Advertising Co., Ltd. Shanghai Branch to assemble an international production team for the shoot, inviting Hollywood production company Meridian Content, advertising director Bo·Krabbe, and renowned cinematographer Michael·Barrett to lead the production. The 2014 blockbuster ad that marked Princess Cruises’ official entry into the Chinese market — “Welcome to Princess” — was also created by this same team. Art director 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 custom-designed ball gown for Pei Bei and dazzling, custom-made headpieces for the showgirls. The film’s score was personally composed by Emmy Award-winning composer Ali·Helnwein, with parts of the music even recorded at the legendary Capitol Records Studio in Los Angeles. Additionally, the renowned Chinese voice actor Tong Zirong, who famously voiced the classic film “Zorro,” also lent his voice to this project.

Jan·Swartz, President of Princess Cruises, said: “With our new positioning as the ‘Global Cruise Expert,’ we look forward to delivering a more royal, international, and high-end cruise vacation experience to even more Chinese guests during the upcoming China cruise season.”

Jan Swartz, President of Princess Cruises

As the “Global Cruise Expert,” Princess Cruises will continue to offer guests the elegance of Princess style, the comfort of Princess relaxation, 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. Highlights of this product upgrade include:

• State Dinner (French Royal Banquet):Inspired by 18th-century banquets held in the Palace of Versailles, the renowned chefs of Princess Cruises recreate exquisite French 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 exciting activities, classes, and performances, every sailing guest can embark on a journey of 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 be featured on the main dining room menu.
• Newly Upgraded Chocolate Journey:Famous chocolate master Norman·Love (Norman Love) has custom-designed exquisite desserts for Princess Cruises, now undergoing a complete 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 Artists: Featuring well-known acrobats and magicians, ensuring that 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 products.

“Since we first introduced high-end cruise experiences to the Chinese market in 2014, Princess Cruises and Princess Luxuries 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 its Shanghai homeport, commencing a full-year sailing season; during this 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 Chinese sailing season from Tianjin as its homeport.

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

Ms. Wang Ping, Vice President and General Manager of Carnival Cruise Line China

Looking ahead to 2017, Majestic Princess will begin 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-out at the Fincantieri shipyard in Monfalcone, Italy.

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