Norwegian seeks AOR

MIAMI: Norwegian Cruise Line (NCL) is currently in the midst of a search for a new AOR to begin work in early June, PRWeek has learned

MIAMI: Norwegian Cruise Line (NCL) is currently in the midst of a search for a new AOR to begin work in early June, PRWeek has learned.

Issued in late March, the RFP said the company was seeking an agency to "manage the... components of an overall [PR] program, including media relations, social media, crisis communications, and special events."

The RFP also said that NCL expects its new agency to supply a separate team to launch a series of new cruise ships set to sail in 2010.

The winning agency will be tasked with creating buzz for the new ships, which will be based on a nontraditional format.

NCL representatives did not return calls for comment in time for publication.

Written responses were due April 18, while a second round is scheduled for May with a maximum of five candidates progressing to this stage.

Edelman, which was NCL's previous AOR, said it declined to re-pitch, according to the firm's EVP Kate Karet.

According to the RFP, the contract would last one year with an option to renew for an additional year.

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