SANTA CLARITA, CA — Princess Cruises is reviewing its US PR agency support, PRovoke Media has learned.

PRovoke Media understands that Princess Cruises — which is owned by Carnival, one of the largest cruise line companies in the world — is looking for an agency of record to handle primarily consumer communications. Corporate communications also is part of the remit, sources said.

Princess Cruises confirmed that the pitch currently is underway.

“This review is not the result of any shortcomings with our current agency but rather a reflection of the high premium we place on maintaining excellence in our business operations, including our strategic partnerships,” the company said in a statement. “A regular evaluation of our agencies of record is essential to staying at the forefront of our industry and ensuring that we continue to optimize our effectiveness in promoting the Princess cruise experience and protecting our iconic brand.”

The US review comes on the heels of changes in Princess’ UK agency partnerships. Earlier this year, Princess hired Stir PR to handle its communications in the UK. The cruise line also awarded The7stars its media account.

In the US, Princess has recently worked with creative agency Omelet, which executed integrated marketing campaigns for the brand. Princess has also worked with Ogilvy and Golin over the years. FleishmanHillard handled PR for all of Carnival’s cruise lines, including Princess, in Australia.