For the first time in more than 20 years, Carnival Australia is going to the market with a Request for Proposal (RFP) for public relations services across its multiple cruise brands.
The search follows the announcement that MG Media Communications is closing its doors from May. MG Media has been the public relations agency of Carnival Australia and its predecessor entities for the past 23 years.
As the leading cruise operator in this market, Carnival Australia represents seven iconic cruise brands - P&O Cruises Australia, Princess Cruises, Carnival Cruise Line, P&O Cruises World Cruising (UK), Cunard, Seabourn and Holland America Line.
“We are humbled by the dedicated service MG Media has given to Carnival Australia and all of its brands over many years,” said Sandy Olsen, Vice President Corporate Affairs for Carnival Australia.
“By any measure, this has been a hugely successful partnership with MG Media’s principal Libby Moffet, and we wish her and her team well for the future. The search for a new agency represents a new beginning and opportunities for us all, and we are excited to find another agency that will support our continued public relations efforts.”
Carnival Australia and its brands represent about 70% of the Australian and New Zealand market and remain the only company that has ships based in Australia for 12 months of each year.
“Carnival Australia has led the Australian cruise industry to make it an overwhelming tourism success story. Cruise travel has experienced double digit growth every year for more than 10 years with more than one million Australians now sailing every year.
“We have an ambitious goal of two million Aussies cruising and see this as an opportunity to forge a relationship with an agency partner to help us continue to lead this growth, and the cruise industry in Australia, for years to come.”
All brands except Holland America Line and P&O Cruises World Cruising (UK) are participating in the RFP process to identify one agency to provide public relations services to the group. The resulting contract will be for two years with an option to renew for three, additional one-year terms.
To request the RFP, interested public relations agencies should email PRagency@carnivalaustralia.com before close of business Tuesday, 11 April.