Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account.
This is the first time Cruiseco has appointed an agency, having managed its communications internally.
Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere.
With a membership base spanning Australia and New Zealand, the company provides 230 member agencies access to over 50 cruise brands worldwide.
Cruiseco also creates exclusive products to enable its 2,500 travel consultants to effectively sell cruises in Australia.
TIF launched in May this year, having previously been known as Media & Production Partners (MPP), founded by Jimmy Hyett.
The agency has expanded on its full-service offering of creative, content and media planning and buying to now include programmatic digital buying, data science, strategy and research.
Carolyn Mackley, national marketing manager at Cruiseco, said the company is going through a positive transition period in a competitive and cluttered market, and as such, needed an agency that was aligned with its motivation.
“This Is Flow has a structure that allows us to deliver our short-term goals, whilst still focusing on driving a clear solution for the bigger picture,” she said.
“We’re looking forward to working with TIF at such an exciting and important time for our business.”
Commenting on the win, Hyett said: “With many moving parts in a busy landscape, we will combine with our partners to develop a clear and adaptable approach centred around Cruiseco members and their customers.
“Working with a passionate team and a business that has a great history as a leader in their category makes us excited to join them on this journey, and we hope to add to their success long into the future.”