Maja Pawinska Sims 04 Oct 2019 // 1:09PM GMT
LONDON — Celebrity Cruises has appointed Good Relations as its UK PR agency after a four-way competitive pitch.
As part of the brief, Good Relations will work with Celebrity’s marketing team to build the cruise line’s luxury credentials and support its ship launches – with two new additions planned for 2020 – as well as developing campaigns that underline its approach to innovation, sustainability, diversity and inclusion.
Good Relations’ remit will include consumer PR campaigns, thought leadership and trade communications that drive bookings. Sister agency Newsfeed PR has also been appointed to handle the launch of the cruise line’s newest addition to the fleet, ‘Apex’.
Newsfeed PR executive director Liam Maguire, will lead the team looking after the billion-dollar ship launch in March 2020, while the Good Relations team will be led by executive director Lawrence Collis.
The appointments come after Celebrity recently reviewed many of its agency relationships, with Certain coming on board to handle social media, and Lucky Generals being hired as its creative agency.
The UK PR account was previously held by leisure, travel and lifestyle specialist Siren Communications, which itself has recently picked up a new cruise client: Scenic Luxury Cruises and Tours.
Good Relations and Newsfeed PR chief executive Richard Moss said: “Celebrity Cruises is a dream client. It’s a business with huge momentum, a series of ground-breaking ship launches planned and a wealth of untapped stories championing innovation, sustainability and diversity and inclusion. We can’t wait to get started.”
Celebrity Cruises director of brand marketing and PR Jo Vaughton added: “We’re delighted to be working with Good Relations – their exceptional blend of strategic thought and innovative creativity is exactly what we need to amplify our groundbreaking ship launches and disruptive new brand building activity. Celebrity Cruises has so many unique stories to tell about our holidays, our people and our purpose. We’re excited to see where this new chapter in communications takes us."