LOS ANGELES: Sister companies Princess Cruises and Cunard Line both named GolinHarris AOR on July 28, effective immediately. The agency is focusing on brand awareness efforts, media relations, events and promotions, and social media.
The travel companies selected Golin because of its new media experience and its team in Los Angeles, where the lines' internal communications staffs are based, said Julie Benson, VP of PR for Princess.
The agency has a number of efforts in development now, said Benson, who declined to provide specifics on them.
“They'll focus on lifestyle and travel press and the development of initiatives that will take advantage of the real interest in social media in the travel space,” she said.
Two separate Golin teams will work for Princess and Cunard from the agency's Los Angeles office, with support from employees in New York, Miami, San Francisco, and Seattle.
Although both companies are part of Carnival Cruises, the agency was selected by Benson and Brian O'Connor, marketing and PR director for Cunard, according to Benson. The contract's budget is undisclosed.
The cruise lines conducted an RFP that initially included 12 agencies, before narrowing the field down twice, said Benson, who declined to name the other firms. She added that the companies selected Golin in part because, “It could help us become a leader in the travel space with social media.”
The companies previously employed Red Point Marketing PR for about four years, said Benson. They decided to initiate an RFP process because they wanted an agency with social media experience, although they had a “very successful relationship with Red Point,” she said.
Representatives from Golin and Red Point could not be immediately reached for comment.