Carnival Cruises Lines awards Pulse PR launch assignment

Carnival Cruise Lines has awarded its launch PR business to Pulse Communications after a four-way competitive pitch.

The announcement:

Sydney, May 2, 2011: Leading consumer agency, Pulse Communications, part of Ogilvy PR Australia, has won the PR business for the world’s largest cruise company following a four-way competitive pitch.

Pulse will begin work immediately for Carnival Cruise Lines to launch the successful travel company to both Australian consumers and the travel industry. It will execute a series of campaigns, through both traditional and social media, to attract cruise enthusiasts and new customers to the brand, building up to the first ‘sail’ from Sydney in October 2012.

Pulse Managing Director, Matt Buchanan said the campaign was particularly significant as it will be the first time the cruise company has permanently deployed a ship outside the United States.

“This is an incredibly successful and exciting brand to launch to the Australian market, and with cruising on the increase in Australia we anticipate there will be significant interest in Carnival Cruise Lines expansion,” he said.

Carnival Cruise Lines Director, Jennifer Vandekreeke said she was impressed by Pulse’s ability and track record in delivering engaging and successful campaigns and the team’s strong social media experience.

“Our move to the Australian market is a major step for Carnival Cruise Lines, and one that we’re very excited about. I’ve only been in Australia for a few months but already, I see a lot of similarities between the authenticity and playfulness of the Carnival Cruise Lines brand and Australians’ outlook on life. We’re looking forward to working with the team at Pulse to leverage these synergies,” she said.

Buchanan said the appointment was another example of Pulse’s strong brand building expertise combined with deep travel sector expertise and adds to the agency’s travel and tourism work with The Malaysia Trade Commission, Tourism Australia and Tourism NSW.

Pulse Communications is part of Ogilvy PR Australia, a joint venture between Ogilvy PR Worldwide
and STW Group, Australia’s leading marketing content and communications services group.

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