This is Flow has won the media account for cruise operator Carnival Australia across four key brands – Princess Cruises, Seabourn Cruises, Cunard Line and Holland America Line.
The account, said to be worth up to $30 million in annual media spend, had been held by Initiative Sydney since 2019 and before that GroupM agency MediaCom.
Clemenger BBDO Sydney’s social and content offering, Flare, last year was appointed to Carnival Cruise Line’s digital account.
And in December last year Carnival Cruise Line appointed independent agency SPEED, which continues its work for the brand.
This is Flow is tasked with reconnecting audiences and putting cruising back on the travel agenda. Flow has been appointed as the agency on record for each of the brands.
Cunard Cruise Line ships include the Queenn Mary 2, Queen Victoria and Queen Elizabeth.
This is Flow will manage all media planning and buying in Australia and New Zealand.
Jimmy Hyett, Founder and CEO, This is Flow: “Australians have a deep connection to cruising, with the industry seeing multiple years of double digital growth prior to the pandemic.
"Now the world is ready to get back on the water and it’s such an exciting time to be working with some of Australia’s best cruise brands and bring it back to the people. The work already delivered has shown the value that passion and smarts add, to such experienced and established brands."
Princess Cruises Nick Ferguson, Senior Director Sales, Marketing & Service: “We were all really impressed with This is Flow’s excellent understanding of our brands.
"Flow’s passion for achieving results through open and collaborative partnerships is perfectly aligned to our brands. There is also a clear cultural fit and a shared business mindset that is important to us."
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