Carnival Cruise Lines has appointed Host as its creative agency, the third in as many years, as the brand shifts its marketing strategy.
Host will be Carnival's agency of record. Saatchi & Saatchi had been hired by Carnival in May 2012 after the brand spent a year with Arnold Furnace.
Carnival had launched in Australia less than two years ago.
Carnival's vice president and general manager, Jennifer Vanderkreeke, said the brand was moving from its launch phase and as a result, its marketing had to evolve.
“Travel is inherently digital and interactive marketing is the best way to drive a deeper connection with out current and potential guests,” she said. “Therefore, our marketing has shifted from broad-scale TV campaigns to a model that is more digitally-driven.
“As part of this shift, Carnival Cruise Lines selected Host Communications as their new agency of record. Host has an excellent track record of developing integrated campaigns that are digitally led and we look forward to developing great work together.”
Host chief executive Suzie Shaw said: “Travel is an area we have a lot of experience in and we're really looking forward to developing ambitious ideas for Carnival.”
Host's clients in the travel space includes Tourism Western Australia, Air New Zealand and Hotels.com.
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