Princess Cruises has launched a fresh advertising campaign to remind travelers of the “memorable moments they can experience while aboard a Princess Cruises vacation.”

The multi-million-dollar program comes on the heels of last year’s “come back new” marketing campaign that marked the return of the line’s advertising on television in more than a decade.

The new travel advertising campaign debuts at the beginning of “wave season” when many guests book their cruise vacations for the upcoming year, and promotes Princess Cruises’ 50th anniversary milestone with national broadcast, print and digital advertising.

Created by San Francisco-based,  agency Goodby, Silverstein and Partners, the broadcast creative evolves the storytelling approach of the “come back new” theme.

Print ads explore a variety of cruise destinations, cultures and culinary experiences that can lead guests to discover new things while on a cruise vacation. The ads and other campaign materials will roll out through the month of January.

“This new campaign is an exciting opportunity for us to continue the successful momentum of our first ‘come back new’ campaign with fresh content for our 50th anniversary year,” said Gordon Ho, senior vice president of marketing, Princess Cruises. “These new spots showcase the juxtaposition between the reality of daily life and the experience our guests have when they cruise with us to amazing destinations.”

Many of the ads also promote the cruise line’s recently announced partnership with the Discovery Channel and the “Discovery at Sea” program, including stargazing, interactive onboard activities and shore excursions based on top-rated Discovery network shows and designed to entertain and delight families aboard Princess ships.

“Princess Cruises passengers are passionate about exploring and experiencing the world around them and the new Discovery partnership takes this to a whole new level,” added Ho.