Ultra-luxury, small ship cruise line Seabourn has appointed Figliulo&Partners as its new agency of record, following a competitive review.
The incumbent on the account was Publicis Worldwide.
The brand, part of the Carnival Cruise Lines Group, spends an estimated $20 million on ads annually.
The assignment is effective immediately and F&P will be responsible for all creative and marketing strategy and will lead the client’s roster of existing agency partners that handle various ad-marketing specialty services.
The business will be handled out of F&P’s New York office. The first work by F&P is expected to debut in the second quarter of 2016.
“We chose F&P for the agency’s strategic thinking and nimble approach, along with the team’s keen understanding of the ultra-luxury marketplace,” said John Delaney, Seabourn’s SVP, global marketing and sales. “In F&P, not only have we found the ideal mix of skills to architect the next phase in our development, we’ve found a new partner who shares our mission to create experiences beyond the expected in places beyond the ordinary.”
Seabourn is widely seen as the pioneer in ultra-luxury cruising and has ambitious plans to double their capacity in the next few years. The integrated campaign will support Seabourn’s expansion and efforts to attract a new audience to sail with, while retaining loyalists.
“We are a company of globe trotters with a real passion for travel and an appetite to create brilliant work,” said Mark Figliulo, Founder and CEO of F&P. “We’re excited because Seabourn has reinvented what a cruise can be.”
Mercer Island Group managed the pitch process.
Earlier this year, F&P picked up creative duties for Virgin Atlantic.