Just weeks after appointing Lucky Generals to handle its global advertising account, Fred Olsen Cruise Lines has handed its media business to PHD UK as part of its new strategy to boost brand awareness, reach new audiences and drive the next phase of growth.
The move, which follows a competitive pitch process led by Ingenuity+, sees PHD UK tasked with strengthening the brand’s relevance among new 55+ audiences, while continuing to deepen loyalty and engagement with existing customers.
The company operates a fleet of three smaller ships – Bolette, Borealis and Balmoral – designed to offer guests a more personal way to explore the world.
Media planning and buying was previously handled by Accord.
Earlier this year, Fred Olsen joined forces with Channel 4 to become sponsor of the broadcaster’s escapism content, such as Four in a Bed, Perfect Pub Walks, Matt Baker: Travels with Mum and Dad, 2 Men on a Bike and Popmaster TV.
Fred Olsen Cruise Lines chief marketing officer Mark Vile said: “This was about more than media buying. We wanted a strategic partner that could strengthen our brand, help us use media more effectively and support our next phase of growth.
“PHD stood out for its understanding of our audience, its strategic thinking and its ability to build a media platform that can grow with us.”
“Our ambition is to lead the way in smaller-ship cruising by taking what makes Fred Olsen special to a wider audience. PHD will play a key role in that journey, helping us reach new audience, deepen engagement with our existing guests and drive more effective growth.”
PHD UK chief planning officer Rebecca Burchall added: “We were invested in Fred Olsen Cruise Lines’ compelling vision for the future from our very first conversation. Their desire to be a challenger in their category and offer something genuinely distinctive to passengers, always felt like the perfect fit for us.
“Throughout the pitch, we were inspired by the ambition, openness and clarity the Fred. Olsen team brought to the process and are delighted that our vision and long-term approach to their brief has led to us being chosen as the strategic media and growth partner that will help the brand outthink, outpace and outgrow the competition.”
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