Larry Pimentel, president and CEO of Azamara said: "We’ve created a unique deliverable that is decidedly different than the sector, and the product has grown tremendously, so we felt we needed an absolute awareness of the [brand’s] unique selling proposition."
With a focus on building brand awareness, Azamara is "putting more effort into the PR side than in advertising," explained Pimentel, adding:
"We always thought the editorial ink is simply more powerful than the paid ink, and we felt that [Current] could do a good job in connecting with writers both on the consumer side and trade side".
Pimentel said the brand is unique because it provides passengers with longer stays, more overnights, and night tours to "get a bespoke flavor" of the region, such as a visit to a balsamic vinegar factory near the port of Livorno, Italy.
"There are a lot of PR firms that have a lot of specialties, and there are a lot of great firms in this country, but at the end of the day, it’s about people, [and] the intellectual capital and the people at Current were as much of an attraction as anything," he said.
This story was adapted from a piece originally published by PRWeek US.