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Independent shop Ignited in El Segundo, Calif., has been named lead agency by Carnival’s Princess Cruises for creative and media chores following a review.
Media spending last year in the U.S. for Princess was $10 million (excluding online initiatives), a big drop from $27 million in ’07, per Nielsen.
Consultancy Select Resources International in Santa Monica, Calif., led the search.
The previous agency on the Princess account was IPG’s Dailey & Associates in West Hollywood, Calif.
The move to Ignited reflects a shift in marketing strategy as Princess aims to engage its sweet spot of seasoned cruisers in the 45- to 70-year-old age range through the Internet.
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