Princess Cruises has drafted in Ogilvy PR to handle the launch of Royal Princess, a 'new-generation' ship, following a competitive three-way pitch.
Ogilvy PR is working with the brand on a project basis for six months. It is charged with creating a launch programme for the Royal Princess, which includes handling special projects and raising awareness across consumer media in anticipation of the upcoming UK launch this summer.
The agency will also support the Princess Cruises press office as part of the brief.
The Royal Princess is a 3,600 passenger cruise ship under construction and set to arrive in the UK in June. It boasts new dining and entertainment experiences and will follow the brand’s ‘Grand Mediterranean’ route as part of its maiden season, followed by its ‘Easter Caribbean’ route later this year.
A second ‘new-generation’ ship is expected to be launched by Princess Cruises, owned by Carnival Corporation, in 2014.
Ogilvy PR head of publicity, Lesley Anderson will lead the account, reporting to Pieter Van Der Schee, head of brand marketing at Princess Cruises.