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AOL Time Warner And P&O Princess Cruises Announce Expanded Advertising Alliance.

Business Editors/Hi-Tech Writers

LOS ANGELES and NEW YORK--(BUSINESS WIRE)--March 8, 2001

P&O Princess Cruises Will Launch New Advertising Campaign Across CNN

Television Properties and America Online Brands, Joining Ranks of Innovative Marketers Who Have Harnessed AOL Time Warner's Broad Range

of Resources

Agreement Expands Travel Marketing Alliance Between Princess Cruises

and America Online

P&O Princess Cruises (NYSE:POC), one of the world's largest cruise companies, and AOL Time Warner (NYSE:AOL) today announced an expansion of their current strategic marketing alliance that will enable Princess to capitalize on the cross-platform opportunities that AOL Time Warner provides.

Princess will broaden its marketing campaign across CNN television properties and several America Online brands.

This expansion will enable Princess Cruises to harness the combined online and offline marketing strength of AOL Time Warner to reach the millions of viewers of CNN's on-air programming and users of America Online's interactive brands.

The agreement significantly expands an October 2000 agreement between Princess Cruises and America Online which focused on programs to promote cruises and the interactive experience. Princess Cruises is currently available across several America Online brands, including AOL, CompuServe, Netscape.com and AOL Digital City.

Under the multi-million dollar agreement, P&O Princess Cruises will gain wide exposure for Princess' new "Personal Choice Cruising" brand positioning via a television advertising campaign that will extend across CNN's on-air programming. The new campaign, which highlights Princess' superior cruise product and the ability to customize an individual's cruise vacation, will launch across CNN and Headline News in the spring of 2001.

P&O Princess Cruises will also be widely promoted across the Travel Channels of several America Online, Inc. brands, including AOL, CompuServe, AOL.COM, Netscape.com and AOL Digital City, making it easier and more convenient for the more than 30 million AOL and CompuServe members and the tens of millions of additional visitors to AOL's Web-based brands to get information about cruises, research tours, and book a Princess cruise or cruisetour custom vacation.

Peter Ratcliffe, Chief Executive Officer of P&O Princess Cruises and President of Princess Cruises, said: "Our relationship with America Online has been a huge success, and we're delighted to extend our relationship to include CNN's wide viewership. Only AOL Time Warner can offer us cross-platform opportunities with the leading interactive brands and allow us to reach such a wide and loyal audience, and we believe this agreement will provide us with great value in both the online and offline worlds."

Bob Pittman, Co-COO, AOL Time Warner, said: "We've had a great relationship with Princess Cruises, a company that has shown itself to be an innovator in travel marketing, and we look forward to enhancing their exposure as we broaden our agreement across CNN's television programming and America Online's brands. Taking advantage of the many platforms AOL Time Warner can offer is yet another example of Princess' dedication to product and marketing innovation and customer service, philosophies we share."

About AOL Time Warner Inc.

AOL Time Warner (NYSE:AOL) is the world's first Internet-powered media and communications company, whose industry-leading businesses include interactive services, cable systems, publishing, music, TV networks and filmed entertainment.

About P&O Princess Cruises

Headquartered in London, P&O Princess Cruises is an international company comprised of some of the leading cruise brands in the world. The family of cruise lines include Princess Cruises, which is one of the top lines offering cruise vacations for the North American market; P&O Cruises and Swan Hellenic, which serve the UK cruise market; Aida Cruises and Seetours which offer vacations for the German market, and P&O Cruises in Australia.

Together the P&O Princess group of companies has a fleet of 17 ships around the world, with an additional nine more on order.
COPYRIGHT 2001 Business Wire
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2001, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Publication:Business Wire
Geographic Code:1USA
Date:Mar 8, 2001
Words:629
Previous Article:AOL Time Warner and Kinko's Expand Marketing Alliance With Innovative Cross-Platform Initiatives.
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