M/Six Wins Princess Cruises Media Business

Carnival Corporation-owned Princess Cruises has appointed m/Six to drive its UK media planning and buying in the UK, tasking the agency with broadening its target market and increasing its brand awareness in the UK.

Princess Cruises, which aims to create a new, younger generation of cruise-lovers and become the number one choice for meaningful travellers, chose m/Six for its innovative, content-led approach and track record in creating agile, reactive strategies, particularly across digital channels.

This approach was singled out by the cruise line as a key enabler in reaching a new audience of keen travellers, and communicating its focus on maximising shore time and providing port-rich itineraries for authentic cultural immersion in diverse locations.

m/Six will create and distribute new content to communicate this point of differentiation within the cruise line category, as well as digitising and bringing to life catalogue content to increase reach and achieve cut-through within ‘new-to-brand' audiences.

The agency takes over Princess Cruises’ £3m spend from Vizeum, following a four-year relationship.

Jess Burley, CEO of m/Six, said: “Princess Cruises has rich growth potential, and came to us with a clear differentiating factor which was very appealing. We look forward to making the most of our fast-paced, multichannel approach to content creation and distribution to enhance brand appeal and build a new, younger and more active generation of UK cruise-lovers.”

Suzanne Korff, Head of Marketing Communications at Princess Cruises, said: "We were looking for a full-service media agency to support our brand and business growth, and we wanted an agency which had service and proven results at the heart of its business. m/Six impressed us with its strategic thinking, velocity planning and understanding of how Princess Cruises can differentiate itself within the cruise market. 

“Following on from last year's high-profile naming of our flagship liner, Royal Princess, by HRH The Duchess of Cambridge – and the upcoming four-part 'behind the scenes' documentary The Cruise Ship, which will be aired on ITV this summer – we are delighted m/Six will be supporting the Princess Cruises brand in growing from strength to strength."