P&O Princess Cruises reviews brands' PR

P&O Princess Cruises is reviewing its PR needs following a restructure of the firm's business strategy.

The review covers the P&O Cruises, P&O Princess Cruises, Swan Hellenic Cruises and the new Ocean Village brand.

Carol Marlow, Princess Cruises UK director and Swan Hellenic division MD, said the review had been prompted by 'aggressive' growth plans and a re-organisation of divisions: 'We've recently launched a new brand (Ocean Village) and have restructured the others so that we are now looking at the brands individually in terms of their PR,' she said.

The firm currently retains Weber Shandwick as its principal full-service agency, and the agency's position is not understood to be under threat from the review.

According to Marlow, the options under consideration are a re-organisation and expansion of the firm's in-house team, giving additional work to WS or taking on additional agency support.

She confirmed that the firm is working alongside an agency selection firm as it undertakes the review. No deadline is in place for the completion of the review process, but she said that it was expected to take three to four months.

The Ocean Village brand will formally launch in May 2003. Its launch represents a break from the traditional cruise customer base, targeting 'young and active' consumers with an initial offering of two week cruises in the Mediterranean.

The Princess brand targets the North American market, while P&O Cruises is focused on UK consumers. Swan Hellenic describes itself as a 'discovery' cruise firm, focusing on unorthodox destinations.

P&O Princess Cruises demerged from P&O in October 2000, floating on the London and New York stock exchanges.

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