MIAMI, May 24, 2016 /PRNewswire/ -- Carnival
Corporation & plc (NYSE/LSE: CCL; NYSE: CUK), the world's
largest leisure travel company, today announced it is partnering
with PHD, a leading Omnicom advertising agency, to handle all media
planning and buying for seven of its 10 global cruise brands in
North America and the United Kingdom.
Following an extensive agency review and media buying analysis,
Carnival Corporation is consolidating from six agencies to a single
firm, awarding PHD its media planning and buying business based on
the firm's global expertise, capabilities and purchasing power for
North America and the UK.
PHD will handle media planning and buying responsibilities for
Carnival Cruise Line, Fathom, Holland America Line, Princess
Cruises, Seabourn, P&O Cruises UK and Cunard Line in the
North America and UK markets. PHD
currently supports media planning and buying for Carnival Cruise
Line and Cunard Line.
The move leverages Carnival Corporation's scale as the world's
largest cruise company to improve the strategic coordination of
media buying across multiple brands in two of the world's largest
regions for cruise vacations. It is expected to help generate
awareness and drive increased demand for cruising, while creating
multi-million dollar savings in media costs. In 2015, Carnival
Corporation's six brands in the two regions combined for
$116 million in media spend.
"We are excited to partner with the team at PHD across our
leading portfolio of cruise brands in North America and in the UK," said
Josh Leibowitz, chief strategy
officer for Carnival Corporation. "Bringing together our brands to
work with a world class agency like PHD enables us to further
enhance our digital and traditional media strategies to grow demand
for cruising as the world's best vacation choice."
Leibowitz added: "As part of our ongoing efforts to leverage our
scale across 10 global cruise brands, this agreement enables our
brands to work together in a completely new way. We appreciate
everyone on our collective teams for all the hard work that made
this possible."
PHD will use its significant purchasing power, sophisticated
research resources and advanced business intelligence tools to
provide Carnival Corporation strategic expertise and support for
its marketing programs. PHD will work closely with the company and
its brands on a framework that enables strategic coordination for
media buying across multiple brands and regions, which will create
efficiencies in media spending and help unlock demand for cruise
vacations.
About Carnival Corporation & plc
Carnival Corporation & plc is the largest leisure travel
company in the world, with a portfolio of 10 cruise brands
in North
America, Europe, Australia and Asia comprised
of Carnival Cruise Line, Fathom, Holland America
Line, Princess Cruises, Seabourn, AIDA
Cruises, Costa Cruises, Cunard, P&O
Cruises (Australia)
and P&O Cruises (UK).
Together, these brands operate 101 ships visiting over 700 ports
around the world and totaling 225,000 lower berths with 15 new
ships scheduled to be delivered between 2016 and
2020. Carnival Corporation & plc also operates
Holland America Princess Alaska Tours, the leading tour companies
in Alaska and the Canadian Yukon. Traded on both
the New York and London Stock Exchanges, Carnival
Corporation & plc is the only group in the world to be
included in both the S&P500 and the FTSE 100 indices.
Additional information can be found on www.carnival.com,
www.hollandamerica.com, www.princess.com, www.seabourn.com,
www.aida.de, www.costacruise.com, www.cunard.com,
www.pocruises.com.au, www.pocruises.com and www.fathom.org.
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SOURCE Carnival Corporation & plc