The company has brought in the agency as it seeks to boost its image in Britain ahead of the launch of a new ship, the Carnival Breeze.
The news comes as parent company Carnival Corporation attempts to rebuild its image following a number of incidents, including the Costa Concordia disaster. However, Chris Hides, MD of M&C Saatchi, said the brief was unrelated to the incident. He said that although Carnival had a presence in the UK, it had brought in M&C Saatchi to build a profile in the market and 'make much more noise' around the brand. "We're targeting our work around showing Carnival as fun,' he said. 'There is a need to differentiate in what is a growing sector.'
M&C Saatchi's brief is to help enhance the Carnival brand in the UK through national, lifestyle, consumer, social and trade travel media.
Earlier this month, Carnival Corporation chief operating officer Howard Frank said that Costa bookings were down 80 to 90 per cent compared with a year earlier in the four weeks following the sinking of the Costa Concordia.