Communications agency History Will Be Kind (HWBK) has been appointed by Celebrity Cruises as its new communications agency in Australia.
The appointment is the result of a partnership with UK-headquartered Good Relations, part of the VCCP Group, which was announced as global communications partner to Celebrity Cruises last week.
Good Relations, supported by HWBK in Australia, will work with the cruise line’s internal global communications team to guide the company’s public relations and social media strategy for North America, the UK and Australia.
In a statement, HWBK said it will report into the local Celebrity Cruises team to drive the strategy forward within Australia, and support more widely across local PR, influencer and social work.
The appointment of Good Relations and HWBK follows an extensive eight-month research and review process, which included virtual meetings with global and in-country executives and PR teams in the three key markets. Celebrity Cruises has historically worked with regional public relations agencies around the world, making this the company’s first global approach to PR agency support.
Tim Jones, Celebrity Cruises’ vice president and managing director for Australia and APAC, said: “We are excited to be working with HWBK in Australia and New Zealand as part of our global communications partnership.
“The agency brings a superb mix of bold thinking, depth of expertise, balancing local market knowledge with global perspective to support our ambitions during this unique time of transformation for the brand.”
HWBK managing director EJ Granleese added: “Working hand-in-hand with our friends at Good Relations, HWBK looks forward to delivering best in class communications for Celebrity Cruises in Australia.
“Our market poses a unique set of challenges for the travel and cruise industries right now, which in turn brings huge opportunities for an ambitious and visionary brand like Celebrity Cruises. We can’t wait to make history together.”
Good Relations New York’s executive vice president, Liam Maguire, led the global pitch and will head-up the global account, as well as all North America work.
In Australia, HWBK’s agency founder and CEO, EJ Granleese, will lead the work, along with client partner Corinna Fawls, a former Good Relations UK team member.
The UK account has been led by Good Relations London executive director Lawrence Collis who will remain as the account’s strategic lead in the UK and Ireland.
HWBK is part of the Deepend Group, an independent, digital communications and innovation consultancy group. The portfolio includes Deepend (digital), How To Impact (innovation), Nomad (emerging tech) and History Will Be Kind (communications and content).
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