Princess Cruises appoints Goodby Silverstein & Partners for advertising


By Ishbel Macleod | PR and social media consultant

August 27, 2013 | 1 min read

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.”

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.

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