Carnival appoints new media agency for Australia and New Zealand

Initiative Sydney has been chosen to handle the media planning and buying portfolio for cruise giant Carnival across the trans-Tasman, following a competitive review.

The assignment covers P&O Cruises Australia, Princess Cruises, Carnival Cruise Line, Holland America Line and Cunard across in Australia and New Zealand.

Jennifer Vandekreeke, vice president and general manager for Australia at Carnival Cruise Line, said: “This was a highly complex and competitive review of the combined Carnival Australia brands’ media needs and opportunities into the future.

“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.”

Initiative Australia CEO Melissa Fein said it was an honour to be awarded the account.

“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,” she said.