Seabourn Cruise Line Picks Figliulo & Partners to Help It Attract New Passengers

First work will break in Q2 of 2016

Figliulo & Partners, which began the year by winning Virgin Atlantic, has added to its travel cache, prevailing in a review for Seabourn Cruise Line's creative assignment.

A unit of Carnival Cruise Lines, Seabourn, a leader in ultra-luxury cruising with global expansion plans—spends about $20 million annually on ads. The brand previously worked with Publicis Worldwide. Consultancy Mercer Island Group managed the review process.

In picking F&P, John Delaney, Seabourn's svp, global marketing and sales, praised the agency's "strategic thinking and nimble approach."

"Not only have we found the ideal mix of skills to architect the next phase in our development," he said, "we've found a new partner who shares our mission to create experiences beyond the expected in places beyond the ordinary."

F&P was launched two years ago—with Sprint as its inaugural client—by Mark Figliulo, a former senior creative executive at Young & Rubicam and TBWA\Chiat\Day. In April, the New York shop, which employs about 50 staffers, debuted its first work for Virgin Atlantic, "Business Is an Adventure."

The agency's first work for Seabourn will break in the second quarter of 2016 and will support the brand's efforts to attract a new audience and retain loyal customers.

The cruise line category has been especially active this year, with players changing agencies and launching ads in an effort to appeal to millennial cruisers. Royal Caribbean, for instance, tapped Mullen Lowe, which launched a big new campaign, "Come Seek," a month ago. Meanwhile, Norwegian Cruise Line hired BBDO and OMD in June to replace The Martin Agency.