Carnival CMO Wants to 'Attract More Brits'

Cruise Line Launches U.K. Agency Search

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Carnival Cruises, which is eyeing the U.K. market for growth, is out talking to a range of shops in London to handle ad duties, the company told Ad Age .

James Berra, senior VP-chief marketing officer at Carnival Cruises, said in an email: "We are in the early stages of the review process to select a strategic and creative partner in the U.K. to help us expand our efforts to attract more Brits to the world's most popular cruise line. We expect to conclude our process and have a partner named by the end of this year."

The pitch is being managed by consultancy Ark Advisors.

Carnival's lead creative agency in the U.S. and Australia, Havas-owned Arnold , now has a chance to grab the U.K. business as well. Its U.K. office, dubbed ArnoldKLP, is participating in the pitch along with a handful of local shops -- both large and small -- people close to the pitch say.

Carnival Cruises has a fleet of 100 ships and Carnival PLC, the parent corporation, owns a portfolio of other cruise brands including Holland America, Princess Cruises, Seabourn, P&O Cruises, Cunard, Costa Cruises, Aida and Iberocruceros.

In 2010, the company spent $106 million in domestic measured media across all of those brands, with $66 million devoted to marketing its flagship Carnival line. The global marketing budget is estimated to be significantly higher as the company eyes markets outside of the U.S. as its chance to grow.

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