Sydney - The largest cruise line in the world, Carnival Cruise Lines, has chosen Saatchi & Saatchi Sydney as its local creative partner after a competitive pitch.
The move to Saatchi & Saatchi Sydney comes as Carnival Cruise Lines prepares to launch its first ship into the Australian market. The Carnival Spirit, due to launch in October, is the first time the company has based a ship year-round outside of the United States.
"We have three criteria when we look for new clients to work with, fun, fame and future. Carnival Cruise Lines ticks all three in spades. The team can't wait to get stuck in and make Carnival famous in Australia," says Michael Rebelo, CEO Saatchi & Saatchi.
"This really builds momentum for Saatchi & Saatchi and we look forward to doing great work with the team at Carnival," says Damon Stapleton, ECD Saatchi & Saatchi.
The local touch is exactly what Carnival was looking for when they put the account out to pitch in March.
"We chose Saatchi & Saatchi because they are a world-class agency that is as passionate as we are about bringing the Carnival experience to life. We're confident that together we will develop fun, unexpected work that drives Australians to rethink their concept of a cruise," says Jennifer Vandekreeke, Director of Carnival Cruise Lines in Australia.
In recent years, cruising has experienced exponential growth in Australia with more than 620,000 Australians setting sail on the high seas in 2011. The dynamic growth resulted in a record 34 per cent increase in Australian cruise passengers in 2011 compared to 2010.
Gone too are the days that cruise passengers were restricted to over-tanned retirees. Cruises now attract passengers of all ages due to the variety of destinations offered and activities and facilities onboard modern ships.
It is estimated that one million Australians will take a cruise holiday by 2020. Saatchi & Saatchi Sydney will help make sure that many of them will do so aboard Carnival Cruise Lines.