News

CLIA projects 21.7 million cruise passengers in 2014

Details: Written by Teijo Niemelä Teijo Niemelä; Category: Top Headlines Top Headlines; Published: 17 January 2014 17 January 2014

As the cruise line industry continues to strengthen its global presence and with the economy in an ongoing recovery mode, Cruise Lines International Association (CLIA) and its cruise line members are looking forward to a positive year of growth with a 2014 passenger forecast of 21.7 million worldwide guests on CLIA’s 63 member lines, according to data released yesterday in the association’s annual State of the Cruise Industry findings. To meet demand, these member lines will introduce 24 new ships in 2014-2015 adding a total passenger capacity of 37,546, representing a capital investment of approximately $8 billion in ocean going and river cruise categories.

"The global cruise industry is at an exciting juncture with strong consumer interest in cruising and significant cruise line investment in a diversity of exciting ships that travel to the most exotic locations in the world and offer one-of-a-kind vacation experiences," said Christine Duffy, CLIA President & CEO.

CLIA 2013 global passenger numbers are estimated at 21.3 million, with a 2014 forecast expected to reach 21.7 million passengers. North America is the world’s biggest cruise market (55.1% passenger source share) – with significant growth of internationally sourced passengers – especially Europeans at 6.4 million.

Princess Cruises launches its most extensive marketing campaign ever

Details: Written by Teijo Niemelä Teijo Niemelä; Category: Top Headlines Top Headlines; Published: 15 January 2014 15 January 2014

As the new year begins, Princess Cruises is launching a fresh advertising campaign to remind travelers that cruising can transform and enrich their lives, and set the line's cruise vacations apart as an opportunity for passengers to come back new. The $20 million program will be the company's most extensive ever, and marks a return to television and radio advertising for the brand, which has not taken to the airwaves for more than a decade.

The new campaign, which debuts today, is aimed at those consumers who the cruise line's research has uncovered as meaningful travelers – those who value experiences over things, and desire enriching and transformative vacation experiences. The ads feature people cruising with Princess who experience memorable moments onboard while connecting with nature, cultures and loved ones in a different way, and come back new.

The new TV spots will launch during the Critics' Choice Movie Awards® Red Carpet Show airing on the CW network January 16.

Created by award-winning agency Goodby, Silverstein and Partners, the spots will air both online and on major television networks including CBS, NBC, ABC and Fox, plus many top cable networks and shows. They will be complemented by a series of dramatic print ads that evoke the enriching possibilities of Princess' worldwide cruise destinations, which will appear in national and regional magazines. Radio and digital advertising will round out the campaign.

"This new campaign is an exciting opportunity for us to differentiate Princess Cruises in the minds of travelers," said Jan Swartz, Princess Cruises president. After extensive research, we identified a growing segment of people who want their vacations to transform them with new perspectives, new friendships and new stories. They are increasingly looking to discover new places, learn about other cultures, try new foods from the places they're visiting, and gain inspiration from the world they don't see every day. They want to 'come back new,' and our new campaign shows that Princess is the best cruise line to deliver this to them."

The new television spots focus on personal experiences at sea, with beautiful photography to capture the idea that a moment can transform you forever. Ads take viewers along as a father lovingly carries his happily exhausted daughter along the Promenade Deck, creating a lifetime memory. Other ads show couples who discover the true value of time together, and how a wonderful day exploring Italy can inspire a surprising twist from the expected.

"Our new advertising theme really captures the essence of our brand promise to our passengers," Swartz continued. "The ads were actually inspired by our passengers' stories about how they return from their cruise vacation feeling rejuvenated and more closely connected with their loved ones, and with fresh perspectives stimulated by the beauty of the ocean, of the world and other cultures they visited, and their onboard experiences."

The print ads explore a variety of cruise destinations, cultures and experiences that can lead passengers to come back new. Focusing initially on Alaska and Caribbean cruises, the ads capture the transformative moments of exploration. The ads will appear in a variety of outlets, including Travel & Leisure, Food and Wine, Sunset and National Geographic Traveler. Radio spots that continue the come back new theme will air in major markets around the U.S., including Los Angeles, San Francisco, Seattle, Houston, and Miami. The new ads and other campaign materials will roll out through the month of January.

The new broadcast spots are available at princess.com/come-back-new.

The new campaign was created by Goodby, Silverstein and Partners, an award-winning advertising agency based in San Francisco. The campaign executive creative director is Rich Silverstein, and the co-creative directors are Kate Catalinac and Damian Fitzgerald.

Brittany Ferries orders LNG cruise ferry from STX France

Details: Written by Teijo Niemelä Teijo Niemelä; Category: Top Headlines Top Headlines; Published: 14 January 2014 14 January 2014

STX France SA has signed a contract with the French owner Brittany Ferries for a LNG ferry. Due for delivery at the end of 2016, this ship sets major milestones in the field of motorisation and energy storage and opens the way to a new generation of environmental friendly ships.

The ship bearing the name code PEGASIS (Power Efficient GAS Innovative Ship) is one of the 34 projects of the New Industrial France and results from ECORIZON programme. She materializes several years of cooperation with Brittany Ferries (BAI). The project which has received also support from GICAN, French Maritime Cluster and Regional Council of Pays de la Loire, exceeds the new regulatory requirements in terms of exhaust gas emissions settled by MARPOL convention which will be reinforced on January 1st, 2015. The “Dual-Fuel” engines using Liquefied Natural Gas as the main source of energy will cut out her SOx emissions and will reduce her NOx emissions by 80% CO2 by 20%.

With her 210 meters long and her about 31 meters width, this ferry will be provided with 675 passenger cabins and will be able to host 2,600 persons on board among whom 2,400 passengers. She will be provided also with 3 garage decks (among which a mobile car-deck) for HGVs and light vehicles. The maximum cargo capacity will be 80 trucks, and in mix-cargo configuration, the ship will be able to carry 40 trucks and 650 light vehicles.

This contract represents about 2.6 million working hours for STX France and its sub-contractors. Production is scheduled to start at the beginning of 2015. It will be enforced after settlement of the financing issues.

"After years of Research and Development at the service of such an innovative project as this environmental friendly ship, it’s a deep satisfaction to see it coming out. We are happy to renew cooperation with Brittany Ferries for whom we have built the Bretagne in 1989. The “entente cordiale” spirit existing among our respective teams is a guarantee of success for the project running. Thanks to the cooperation of various players, the French network of environmental friendly ships is about to born," declares Laurent Castaing, STX France Managing Director.