Initiative Sydney has been awarded the Agency of Record media planning and buying portfolio for the region’s leading cruise organisation, Carnival Australia.

The assignment covers iconic cruise lines – P&O Cruises Australia, Princess Cruises, Carnival Cruise Line, Holland America Line and Cunard – in Australia and New Zealand.

Initiative Australia CEO, Melissa Fein (pictured below) said it was an honour to be awarded the Carnival Australia business as the popular cruise industry continues to develop.

Fein said: “We look forward to trailblazing new paths to market for each brand, pioneering new ways for Australians to enter and engage with the cruising category, as well as growing the culture of cruising in Australia.”

Jennifer Vandekreeke, vice president and general manager – Australia for Carnival Cruise Line, said Initiative’s appointment followed a competitive review of media agencies.

Vandekreeke said: “This was a highly complex and competitive review of the combined Carnival Australia brands’ media needs and opportunities into the future.

“We are a portfolio of great brands and Initiative presented strategic thinking that seeks to re-define the cruising category and how our brands activate in market.”