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The new print ads from Princess Cruises focus on the transformative moments of a vacation. The images for this ad highlight the brand’s Caribbean itineraries.

Princess Cruises is also highlighting its Alaska itinerary in its new print ads with imagery that focuses both on the landscape and excursion activities.

Princess Cruises is kickstarting the cruise industry’s peak booking season with a $20 million ad campaign that targets travelers looking for life-changing experiences.

The ad campaign is the brand’s most extensive ever and marks the launch of its first TV and radio ads in more than a decade. The campaign targets what Princess Cruise is calling “meaningful travelers,” or travelers who prioritize experiences.

“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,” explains Princess Cruises president Jan Swartz.

“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.”

This follows a more general and global trend in which travelers are seeking out local, authentic, and potentially life-changing experiences. Hotels and destinations were the first to change their marketing lingo to appeal to this type of traveler.

The ads are designed around the campaign’s slogan, “Come Back New.” The video spots show couples discovering new things about their partners on the cruise and families creating new memories with their children.

The campaign, created by Goodby, Silverstein and Partners, includes four new video ads that will air online and across major TV networks. It also includes a series of print ads featuring Alaska and Caribbean routes that will appear in magazines including Travel & Leisure, Food and Wine, and National Geographic Traveler.

Princess is owned by Carnival Corp. whose business suffered after a series of cruising incidents over the past two years.

The four new video spots from Princess Cruise can be viewed below.