Princess Cruises appoints Goodby Silverstein & Partners for advertising
Princess Cruises has announced the appointment of Goodby Silverstein & Partners to help create integrated brand-marketing programs.
Gordon Ho, Princess Cruises’ senior vice president of marketing, said: “In looking for a new partner to help with our advertising and marketing growth, we wanted an agency with solid experience and proven results.
“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.”
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The first campaign is expected to appear in early 2014.
Agency co-chairman Rich Silverstein added: “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.”
Before the appointment, the premier cruise line handled its marketing communications in-house.