Princess Cruises debuted its first float in the Rose Parade on Jan. 1 as part of its 50th-anniversary celebration.

The Santa Clarita line’s “50 Years of Inspiring Travel” float, in the shape of a cruise ship, featured six original cast members of the former ABC television show, “The Love Boat,” who rode at the bow for the five-mile Pasadena parade.

Princess, a unit of Carnival Corp. & plc, of Miami, scored a huge marketing coup when two of its boats served as sets for the popular Aaron Spelling comedy series that ran from 1977 to 1987.

Dole Packaged Foods also participated in the parade for its fifth consecutive year and won the Sweepstakes Trophy, the top honor awarded to the most beautiful float. The Westlake Village produce company is the only one to have won the trophy five years in a row.

Its “Rhythm of Hawaii” theme included palm trees, a rushing waterfall with more than 1,000 gallons of recycled water, three drummers and 12 dancers who performed alongside the float.

The Rose Parade is a big marketing opportunity for companies as it is seen by tens of millions of viewers both domestically and overseas. In addition, this year's Rose Bowl game featured a highly anticipated match up between the undefeated Florida State Seminoles, last year's top-ranked college team, and the explosive Oregon Ducks, the Pac 12 champion.