MIAMI — Celebrity Cruises has chosen Good Relations as its new global communications partner, after a competitive pitch process that started last summer, PRovoke has learned.

Good Relations will work with the cruise line’s internal global communications team on the company’s public relations and social media strategy for North America, the UK and Australia. It is the first time Celebrity has appointed a global agency; it has historically worked with regional agencies around the world.

The cruise line – one of six brands operated by global cruise company Royal Caribbean Group – had already worked with Good Relations in the UK, where the team had handled media relations since 2019.

The agency was selected after an extensive eight-month research and review process that included virtual meetings with global and in-country executives and PR teams in the three key markets.

“Our pause in operations presented the unique opportunity to think in new ways about our brand. We found ourselves on a transformational journey and wanted a partner to catalyze our new brand vision,” said Celebrity Cruises president and CEO Lisa Lutoff-Perlo.

“We were so impressed with the credentials and ideas presented by each agency we reviewed. Ultimately, the Good Relations team brought forth the bold, unique thinking we were looking for, with a depth of professional talent and experience to bring it to life.”

Good Relations, which is the PR and content arm of advertising group VCCP, officially opened its first international office in New York this week. New York executive vice president Liam Maguire led the pitch and will head up the global account, as well as all North America work.

The UK account has been led by Good Relations London executive director Lawrence Collis, who will remain as the account’s strategic lead in the UK and Ireland.

In Australia, Good Relations will be supported by History Will Be Kind (HWBK) with agency founder and CEO EJ Granleese leading the work, along with associate director Corinna Fawls, a former Good Relations UK team member.

Good Relations chief executive officer Richard Moss said: “We are delighted to expand our relationship with Celebrity Cruises, a brand with huge ambition and truly visionary leadership. With the work Celebrity Cruises has been doing during its pause in operations, it is perfectly placed to capitalise on the inevitable rush to vacation as we all emerge from the pandemic."