Carnival appoints Initiative as media agency of record

Initiative Sydney has been awarded the agency of record media planning and buying account for Carnival Cruise Line.

The portfolio covers cruise lines such as P&O Cruises Australia, Princess Cruises, Carnival Cruise Line, Holland America Line and Cunard across both Australia and New Zealand. The account was previously held by GroupM’s Mediacom.

“We look forward to trailblazing new paths to market for each brand, pioneering new ways for Australians to enter and engage with the cruising category, as well as growing the culture of cruising in Australia,” Melissa Fein, CEO of Initiative Australia, said. 

Jennifer Vandekreeke, vice president and general manager – Australia for Carnival, said Initiative’s appointment followed a competitive review of media agencies.

“This was a highly complex and competitive review of the combined Carnival Australia brands’ media needs and opportunities into the future,” Ms Vandekreeke said. 

“We are a portfolio of great brands and Initiative presented strategic thinking that seeks to redefine the cruising category and how our brands activate in market”.


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