Premier Cruises Sets Course for the Future

Business Wire, March 12, 1999

FT. LAUDERDALE, Fla.--(BUSINESS WIRE)--March 12, 1999--Bruce Nierenberg, who returned to the helm of Premier Cruises three months ago as President and CEO, unveiled the first steps in setting a new course for the cruise line at a press conference held at the SeaTrade Cruise Shipping Convention.

With a clear vision for Premier's future, Nierenberg announced new initiatives to propel the Line to the forefront of the cruise industry, including niche driven product branding; a new corporate identity; innovative new itineraries; and a new corporate headquarters at Port Canaveral. In the coming weeks the company will announce significant changes to their onboard product and travel destinations that will set new industry standards.

"The rebirth of Premier Cruises will provide travel agents, always our strong supporters and partners, with even better cruising options for their clients and a clearly different, enhanced experience than the typical cruise provides," Nierenberg said.

The innovative brand positioning will offer passengers two totally distinctive cruise experiences, easily identified by ship color. The blue fleet represents the Line's traditional cruises and a more adult focused cruise experience; the red fleet signifies family cruising, as made famous by the Big Red Boat. Each fleet, however, will include activities and amenities that will appeal to both audiences.

The Line's new logo is an updated version of Premier Cruise Lines' original famous capital 'P' which, in 1983, quickly became synonymous with quality, innovation and a commitment to dare to be different. While embodying these three qualities, the new logo also imparts a feeling of movement, history and style.

The changes to Premier's onboard product will feature upgraded food and beverage services; innovative cabin amenities and services; and hotel products not usually found on ships but always found in classic hotels.

Premier Cruises' product offerings for cruise and land packages will establish new benchmarks for the cruise industry; new ports of embarkation that will take passengers to places they've never been able to cruise before; combined with a commitment to superior service, will exceed the most discerning traveler's expectations. These innovations are not only new to Premier, but also to the entire cruise industry.

Premier Cruises' new logo is available on disk by request.