Princess Cruises will develop local brand positioning and an integrated advertising campaign through its new agency appointment, 72andSunny.
The cruise liner is looking to drive growth in the Australian market and has appointed the strategic creative agency to develop a local brand positioning and campaign that can drive brand familiarity, consideration and preference with a new generation of Australian consumers.
“We appointed 72andSunny due to their belief in optimism and their expertise working with modern global and Australian brands and their ability to connect these with modern Australian audiences,” Princess Cruises senior director, Sales & Marketing – Asia Pacific, Nick Ferguson, says.
The appointment adds to other recent new business wins for 72andSunny, including BIG W, AFL, tech unicorn, Deputy and Cadillac. They join their existing roster of clients including Google and realestate.com.au.
“We’re delighted to be working with the Princess Cruises team to localise such an iconic global brand for Australian audiences,” 72andSunny president ANZ, Ross Berthinussen, said.
“Cruising remains a much-loved experience for Australians, and we’re looking forward to further invigorating the brand.”
