This is Flow to handle Carnival Australia as its agency of record

This is Flow has been appointed to oversee Australia’s cruise operator, Carnival Australia business across four key brands – Princess Cruises, Seabourn Cruises, Cunard Line and Holland America Line.

Flow was tasked with reconnecting audiences and putting cruising back on the travel agenda at the height of the pandemic. Flow has now been appointed long term as the agency on record for each of the 4 brands.

Initiative Sydney was the previous agency of record for media planning and buying account for Carnival Cruise Line.

The Carnival Australia brands moving to Flow include Princess Cruises, 6-star luxury cruise line Seabourn Cruises, Holland America Line, and Cunard Cruise Line whose ships include the Queen Mary 2, Queen Victoria and Queen Elizabeth.

This is Flow will manage all media planning and buying in Australia and New Zealand.

“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. We’re very pleased to welcome This is Flow to our team,” said Princess Cruises’ Nick Ferguson, senior director sales, marketing & service.

“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,” said Jimmy Hyett, founder and CEO, This is Flow.

Carnival Australia is not to be confused with Carnival Cruise Line Australia, which continues to be handled by Speed for its media strategy and buying, while Clemenger BBDO Sydney’s Flare maintains is digital account. Flare is Clemenger BBDO Sydney’s social and content offering.


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