MCBD retains 7m P&O Cruises account

P&O Cruises has reappointed incumbent Miles Calcraft Briginshaw Duffy to handle its £7m ad account. The agency retained the business following a pitch against Red Brick Road, TBWALondon and Adam & Eve.

The review, which began in July, was overseen by AAR and forms part of a wider agency review being undertaken by parent company the Carnival Group.

The company is also reviewing the media planning and buying account for its portfolio of cruise brands which includes P&O Cruises, Princess Cruises, Cunard Cruises and Ocean Village.

The incumbent Starcom is repitching for the business against Carat, Rocket and Vizeum. An appointment is yet to be made and it is understood to be in the final stages, with three agencies left in the running.

MCBD’s appointment does not affect P&O ferries, which is a separate account.

Carnival Cruises offers cruises to 90 destinations, across Africa, Asia, South and Central America, the Middle East and Europe. It also offers round the world voyages, and its fleet includes Aurora and Orianna.

The company recently launched a customer acquisition marketing campaign in a bid to encourage 35- to 45-year-old professionals to consider a cruise holiday.