Diana Marszalek 28 Nov 2017 // 9:04PM GMT
LOS ANGELES — Citizen Relations has been tapped by Norwegian Cruise Line to rouse interest in the May 2018 launch of its newest ship, Norwegian Bliss — the agency’s first big win since Jim Joseph starting running the firm as global CEO in August.
In announcing the deal, a Norwegian Cruise Line spokesperson said the company is looking to Citizen Relations to develop a PR campaign that puts Norwegian Bliss in front of potential travelers through a range of channels, including consumer and lifestyle media.
Built specifically for Alaskan cruises, Norwegian Bliss has a range of selling points, including the largest shipboard competitive racetrack, an open-air laser tag course and waterslides. Positioning cruising as an exciting vacation option is among the challenges.
Citizen Relations said the project, which is specific to the Norwegian Bliss launch, embodies the kind of accounts the agency is seeking under Joseph’s leadership. The agency is wooing brands that have a propensity for the integrated approach Joseph favors, as well as an understanding of the role digital tools and data analytics play in delivering results.
The agency has a 25-year history working in the travel sector, counting Tourism Australia, Destination British Columbia, and Travelocity among clients.