Princess Cruises Celebrates New Ship and Alaska Sailings with Rose Parade Float: What You Need To Know

Published on December 25, 2025

Princess Cruises has unveiled its float for the 2026 Rose Parade, marking the beginning of an exciting new year with a grand celebration. The float, a stunning 55-foot-long floral masterpiece, was christened with an unconventional twist: Pantalones Organic Tequila instead of the traditional champagne. This gesture added a unique touch to the festive ceremony, held at the Artistic Entertainment Services facilities in Pasadena, California, where the float was designed and built for the Tournament of Roses Parade.

A Majestic Representation of Star Princess and Alaska

Named Star Princess after the cruise line’s newest ship, the float stands an impressive 21 feet high, showcasing more than 300,000 flowers and other natural materials. The design beautifully highlights the allure of Alaska’s majestic landscapes, with towering glaciers, soaring bald eagles, spouting humpback whales, and bears fishing for salmon. These elements allude to Princess Cruises’ popular Alaska sailings, emphasising the beauty of the region through this eye-catching creation.

This year’s float marks not just a tribute to the Star Princess but also to Alaska’s unspoiled natural wonders, inspiring future travellers to explore the state’s rugged terrain. By linking this float with Princess Cruises’ Alaska itineraries, the company has blended marketing with destination promotion, encouraging viewers to consider these iconic cruises.

Float’s Role in Promoting Alaska Sailings

The Rose Parade float is more than just an artistic representation of Princess Cruises’ latest vessel, it is a strategic marketing tool. Princess Cruises aims to draw attention to its Alaska cruise offerings by showcasing this stunning destination. As the float rolls down Colorado Boulevard in Pasadena on New Year’s Day, viewers will get a glimpse of the wildlife, glaciers, and dramatic landscapes that Alaska has to offer, thus enhancing the brand’s appeal to adventure and nature-loving travellers. The float, designed as a moving advertisement, effectively encapsulates the spirit of adventure that defines the company’s luxury Alaska voyages.

Unique Ceremony with Jill Whelan

The float christening was led by Jill Whelan, known for her role as the celebration ambassador for Princess Cruises. She ceremonially named the float “Star Princess”, invoking a heartfelt wish for good fortune and smooth sailing. This event marks a personal connection to Princess Cruises’ history, aligning the float with the brand’s legacy in both luxury cruising and its ongoing efforts to offer memorable travel experiences.

Float’s Impact on Travel Marketing

This extravagant float will not only participate in the famed Rose Parade but also have a lasting impact on travel marketing. The Tournament of Roses Parade is one of the world’s most-watched events, with millions of viewers worldwide tuning in to watch the floats, bands, and equestrian teams. As a result, Princess Cruises will have an opportunity to showcase Alaska’s allure and the luxury experiences aboard the Star Princess to a global audience. This powerful marketing strategy connects the celebration of the New Year with the launch of new voyages to Alaska in 2026.

An Artistic and Marketing Triumph for Princess Cruises

Princess Cruises’ Rose Parade float for 2026 is more than just a decorative element for the Tournament of Roses Parade. It is a strategic tool that brings attention to the breathtaking destinations and incredible experiences available aboard the Star Princess. This unique float, rich in detail and symbolism, celebrates not only Princess Cruises’ latest offerings but also highlights the beauty and allure of Alaska. As the float makes its way down Colorado Boulevard, viewers will be reminded of the adventure, wildlife, and luxury cruises that await them in the Alaska wilderness, making this the perfect way to kick off a new year full of exciting travel possibilities.