First the air and now the seas. Less than a month after winning the Delta Air Lines account, PHD has won the Carnival Corp. cruise lines media review covering North America and the UK.
The review began in February. The client spent an estimated $116 million in the U.S. on media in 2015 according to Kantar Media.
The Carnival review was designed to consolidate its paid media strategy development and execution across its global cruise brands. The firm had indicated that it wanted an agency partner that could deliver both portfolio management and travel expertise.
The company operates multiple cruise ship brands including two that PHD was the incumbent agency on: the Carnival Cruise Line and Cunard Line brands in the U.S.
Now PHD’s teams in the U.S. and UK will begin a transition period before fully managing all traditional, digital, and social media as well as analytics for the client, expanding its assignment to include Fathom, Holland America Line, Princess Cruises, P&O Cruises UK and Seabourn.
As part of its remit PHD will focus on maximizing awareness, consideration and purchase decisions in the dynamic vacation category. The account will be managed out PHD’s New York office.
“Josh Leibowitz, chief strategy officer for Carnival Corporation, said that teaming with PHD will enable the company to “further enhance our digital and traditional media strategies to grow demand for cruising as the world’s best vacation choice.”
PHD U.S. CEO Nathan Brown said, “Carnival Cruise Line and Cunard Line in the U.S. have been our partner for three years. Now we welcome additional Carnival Corporation brands that operate in North America and the UK. We cannot wait to see our brands grow together.”