One of the premier cruise lines in the world, Princess Cruises, is partnering with advertising agency Goodby Silverstein & Partners (GSP) to create integrated brand-marketing programs debuting in early 2014.
Facing an increase in promotions and new product offerings from the competitors in the cruise-line industry, Princess decided to partner with a leading creative ad agency to develop marketing efforts that will effectively communicate Princess Cruises’ unique brand offering and benefits.
“In looking for a new partner to help with our advertising and marketing growth, we wanted an agency with solid experience and proven results,” said Gordon Ho, Princess Cruises’ senior vice president of marketing.
“The team at Goodby Silverstein & Partners didn’t just bring a strong reputation. Most importantly, they impressed us with their strategic thinking and the creative direction they presented, which not only differentiates but also distinguishes the Princess Cruises brand.”
Before appointing GSP as their agency of record, Princess Cruises had developed their marketing communications in-house.
“It’s a great win for us,” said GSP co-chairman Rich Silverstein. “We had a lot of fun on the pitch, and we look forward to working with Princess.”
“There’s something about the classic romance of a cruise. It’s a pleasure to be able to help give that experience to people and their families,” added Silverstein.