The global cruise liner's goal is to drive growth in the Australian market. The creative remit is to attract a new generation of Australians to the brand.

New work is expected in the third quarter of this year.

Nick Ferguson, senior director, sales & marketing, Asia Pacific, Princess Cruises, said: “We appointed 72andSunny due to their belief in optimism and their expertise working with modern global and Australian brands and their ability to connect these with modern Australian audiences.”

Ross Berthinussen, president ANZ, 72andSunny added the agency looked forward to “further invigorating the brand.”

Recent new business wins for the agency include Big W, AFL, Deputy and Cadillac.