Silversea cruise operator appoints Perowne Charles Communications

Luxury cruise operator Silversea has drafted in Perowne Charles Communications to help build its brand in the UK and Ireland.

Silversea: wants to build its UK and Ireland brand
Silversea: wants to build its UK and Ireland brand

Perowne Charles Communications, founded by Paul Charles and hotel specialist Julia Perowne last year, has won a five-agency pitch for an initial one-year account handling all corporate and consumer PR.

The news comes as cruise ships remain a subject of intense media scrutiny, following the Costa Concordia disaster in Italy.

The appointment marks the end of Silversea’s partnership with McCluskey International, which represented the firm since 2009.

Mike Bonner, Silversea’s general manager for the UK, Ireland and Middle East markets, said: ‘We chose PCC for its all-round global corporate and consumer experience, and its innovative approach to driving awareness of Silversea in the transport and lifestyle sectors.’

The agency said it was too early to reveal strategy details. Charles, chief executive of PCC, said: ‘Silversea has a real opportunity to stand out in the fastest growing segment of the travel industry.

‘Exploring the world via small ships, such as those run by Silversea, is a very attractive option for baby-boomers and a younger generation that has a deep sense of adventure.’

Silversea was last week named the Best Luxury Cruise Company for the sixth consecutive year.

It owns a fleet of six, small high-end cruiseliners that undertakes voyages to exotic and less discovered locations including Antarctica, Central America and the West African coast. 

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