Celebrity Cruises books Good Relations as global PR agency

The Royal Caribbean Group cruise line has consolidated its PR agency support to one agency, having previously worked with regional agencies around the world.

Celebrity Cruises' latest ship, the Apex.
Celebrity Cruises' latest ship, the Apex.

Celebrity Cruises has hired Good Relations as its global communications partner as the agency opens an office in the US.

Good Relations, which previously worked with the cruise line in the UK, will also work with its internal global communications team on the company’s PR and social media strategy across North America – the US and Canada – and Australia.

This week, Good Relations opened doors in New York, expanding its operations to the headquarters of parent company VCCP Group.

Executive vice-president at Good Relations New York, Liam Maguire, led the Celebrity Cruises pitch and will lead the global account, as well as all work for the North America region.

The UK account, which Good Relations won in 2019, has been led by London executive director Lawrence Collis, who will continue as the account’s strategic lead in the UK and Ireland. 

In Australia, Good Relations will be supported by History Will Be Kind, with agency founder and chief executive EJ Granleese leading the work alongside associate director Corinna Fawls, a former Good Relations UK team member.  

Celebrity Cruises operates a fleet of 14 ships, sailing to nearly 300 destinations in more than 70 countries.

Celebrity Cruises president and chief executive Lisa Lutoff-Perlo said the pause in its operations due to the coronavirus pandemic provided an opportunity to “think in new ways about our brand”. 

“We found ourselves on a transformational journey and wanted a partner to catalyse our new brand vision,” she said. “We were so impressed with the credentials and ideas presented by each agency we reviewed. Ultimately, the Good Relations team brought forth the bold, unique thinking we were looking for, with a depth of professional talent and experience to bring it to life.”  

Good Relations chief execuive Richard Moss said: “We are delighted to expand our relationship with Celebrity Cruises, a brand with huge ambition and truly visionary leadership. With the work Celebrity Cruises has been doing during its pause in operations, it is perfectly placed to capitalise on the inevitable rush to vacation as we all emerge from the pandemic.”

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