Carnival Hires Karmarama Agency in the U.K.

Goal Is to Sell More British Travelers on Cruising

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Carnival Cruise Lines has appointed London-based Karmarama to its roster of global agencies as the brand -- as it told Ad Age this summer -- attempts to attract more British travelers.

Karmarama was awarded the account following a competitive search against undisclosed agencies. The process was managed by consultancy Ark Advisors.

At Karmarama, Carnival joins a roster of clients that includes Nintendo, BBC BT Plusnet and Costa Coffee. The agency will be tasked to execute an integrated marketing plan and communications strategy to create a spike in consumer awareness and bookings for Carnival in the U.K.

Said Adolfo Perez, managing director of Carnival Cruise Lines U.K., in a statement: "During the review process, Karmarama demonstrated a superior understanding of our brand promise, and we believe the agency is well qualified to help us convey the essence of the Carnival Cruise Lines holiday experience to a broader U.K. audience."

The move comes as the Passenger Shipping Association has estimated that U.K. cruise bookings increased 5% in 2001, and predicts the U.K. will source more than 2 million cruise passengers by 2014.

Carnival's newest ship, the 130,000-ton, 3,690-guests Carnival Breeze, scheduled to launch in June 2012, will be the line's 24th vessel. 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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