• by Larissa Faw , November 6, 2017

Princess Cruises is naming Omelet as its agency of record following a former review. The incumbent agency was Goodby, Silverstein & Partners.

The LA-based creative shop will be tasked with developing integrated marketing efforts that build on the cruise line's long-running “come back new” tagline, as well as focus on digital initiatives.

Princess Cruise's ad budget was $14.39 million during the first six months of this year and $26.48 million for full-year 2016, according to Kantar Media.

One key challenge will be developing a strong brand identity that separates the brand from parent company Carnival Cruises' other lines, such as NCL and Holland America.

“We set out looking for a true partner - an extension of our internal team - and we found that collaborative, collegial spirit in Omelet,” stated Shelley Wise, vice president, integrated marketing, Princess Cruises. "The creative we’re developing together really captures the heart of Princess and the experience onboard our ships," Their first collaboration will launch in early January 2018.

Princess Cruises operates a fleet of 17 ships carrying over two million passengers to more than 360 destinations. In 2015, The brand celebrated its 50th anniversary by leveraging the ‘come back new’ message to showcase the juxtaposition between the reality of daily life and the cruise experience. Many of the ads also promoted the cruise line’s partnership with the Discovery Channel and the “Discovery at Sea” program that includes stargazing, interactive onboard activities and shore excursions based on Discovery network shows.