Carnival Calls Review for Cunard

Carnival Corp. has initiated a review for the $4 million marketing account of Cunard Line.

Initial efforts for the new agency will spotlight the 2003 launch of Cunard’s trans-Atlantic Queen Mary 2, currently under construction in Saint-Nasaire, France.

The review follows the reorganization of parent company Carnival, which recently split operational duties for the Cunard and Seabourne brands. Only Cunard, which touts luxury cruise services, is up for review at this time.

Sources suggested that Sea-bourne, which caters to younger, more casual travelers, might also seek a new shop. It makes sense for each Carnival brand to work with separate agencies, said a source.

Consultant Howard Lessman of newly formed MatchWorks in New York is conducting the search. He said requests for proposals were being sent out.

Lessman would not confirm that the incumbent, Tinsley Advertising in Miami, will receive an invitation.

Tinsley won the business from crosstown rival Crispin Porter + Bogusky in 1998. The liner’s current theme, “Advancing civilization since 1840,” was created by Tinsley and focuses on Cunard’s reputation as a traditional British ship. Tinsley did not return calls by press time.

Cunard’s Miami-based fleet includes the Queen Elizabeth 2 and Caronia luxury liners.