Los Angeles-based independent creative agency Omelet has won the Princess Cruises account, which is worth nearly $27 million, after a review.
As creative agency of record, Omelet said it will work with the Carnival-owned brand to drive integrated marketing and digital efforts, attract new travelers and build on the brand’s “come back new promise,” which incorporates new experiences such as Carnival’s Ocean Medallion, a wearable, connected device that aims to make trips seamless for passengers.
“We set out looking for a true partner, an extension of our internal team, and we found that collaborative, collegial spirit in Omelet,” Shelley Wise, Princess Cruises vp of integrated marketing, said in a statement. “The creative we’re developing together really captures the heart of Princess and the experience onboard our ships.”
Omelet’s first project for the brand will be an integrated campaign set to be released in early January.
“When you travel with Princess, it’s much more than an escape—it’s a catalyst for personal transformation, and that really resonated with us,” Omelet CMO Sarah Ceglarski said in the statement. “Not many brands promise limitless discovery to their customers like Princess Cruises and that’s pretty special and inspiring ground to build on from a creative standpoint.”
Princess Cruises spent $26.5 million on marketing in 2016 and $14.4 million so far this year, according to Kantar Media.
In 2013, Princess Cruises named Omnicom Group’s Goodby Silverstein & Partners as its agency of record. Goodby stopped working with the brand in January of this year. At South by Southwest in March, creative agency Mofilm revealed that it won project work for the promotion of Princess Cruises’ Ocean Medallion. It is unclear if that partnership has ended.
Princess Cruises boasts that it operates a fleet of 17 ships, carrying 2 million guests to more than 360 destinations each year.
Omelet, which launched in 2004 and has a client roster that includes Walmart, Pokemon, AT&T and Nickelodeon, saw the departures of two major executives this year. Co-founder and principal Ryan Fey left this summer, and chief creative officer Grant Holland parted ways with the agency in September.