Frank PR Sails Away With Royal Caribbean Cruises In Australia

Frank PR Sails Away With Royal Caribbean Cruises In Australia
Anna Craven
By Anna Craven



Royal Caribbean Cruises has appointed Frank PR as its retained Australian PR agency, following a competitive pitch.

The award-winning consumer PR agency will work across the international cruise company’s three key brands in Australia: Royal Caribbean International, Celebrity Cruises and Azamara.

With the internal Royal Caribbean PR team growing and handling the day-to-day press office, Frank PR will be predominantly responsible for developing and rolling out creative campaigns for each of the three brands as the cruise company gears up for further growth.

“After an incredibly competitive pitch process, we selected Frank because they blew us away with their creative thinking, but also their ability to put themselves in the shoes of our target consumers,” said Adam Armstrong, Managing Director at Royal Caribbean in Australia and New Zealand.

“We’re thrilled that Frank will be our partner in communications as we enter our 10th season of cruising down under, and gear up for some of the biggest innovations in cruising yet in 2017 and 2018,” Armstrong concluded.

“The cruising business is one of the fastest growing sectors in travel and tourism, and Royal Caribbean Cruises is recognised as one of the biggest innovators in the space. It’s very exciting to working with them and we’re delighted to have the opportunity to work across such three distinct brands, and to create talkability for each accordingly,” said Amy Whittaker, Director at Frank PR.

Of the 1.3 million Australians taking a cruise each year, Royal Caribbean Cruises represents over a quarter of the highly competitive market locally. Headquartered in the US, this year Royal Caribbean Cruises celebrates its 10th season in Australia.

One of the UK’s most awarded consumer PR agencies founded in 2000, Frank PR was established in Australia in 2009 and has swiftly grown to become an award-winning consumer PR agency with a growing portfolio of Australian and international brands, including Twentieth Century Fox Home Entertainment, Fiji Airways, TFE Hotels and Deliveroo.

Frank PR recently won Best PR Idea of the year at the 2017 Travel Marketing Awards, for their Travel Insurance Direct ‘Homesickness Hotline’ campaign.




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