This is Flow has won cruise line Carnival Australia’s media account across four key brands – Princess Cruises, Seabourn Cruises, Cunard Line and Holland America Line.
The account, which is believed to represent up to $30 million in annual media spend, had been held by Initiative Sydney since 2019 and before that agency GroupM MediaCom.
Clemenger BBDO Sydney’s social and content offering, Flare, was named to Carnival Cruise Line’s digital account last year.
And last December, Carnival Cruise Line appointed independent agency SPEED, which continues to work for the brand.
This is Flow is responsible for reconnecting audiences and putting cruising back on the travel agenda. Flow has been appointed as the registered agency for each of the brands.
Cunard Cruise Line ships include Queenn Mary 2, Queen Victoria and Queen Elizabeth.
This is Flow will handle all media buying and planning in Australia and New Zealand.
Jimmy Hyett, Founder and CEO, This is Flow: “Australians have a deep connection to cruising, as the industry experienced several years of double digital growth before the pandemic.
“Now the world is ready to get back on the water and it’s such an exciting time to work with some of Australia’s best cruise brands and bring them back to people. The work already delivered has shown the value that passion and intelligence add, to such experienced and established brands.”
Princess Cruises Nick Ferguson, Senior Director of Sales, Marketing and Service: “We have all been really impressed with This is Flow’s excellent understanding of our brands.
“Flow’s passion for driving results through open and collaborative partnerships aligns perfectly with our brands. There is also a clear cultural fit and shared business mindset that is important to us.”
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