Cruiseco appoints Sydney independent agency This is Flow to handle its $5million account

cruisco-trip.jpgCruiseco has appointed Sydney independent agency, This is Flow, to handle its $5million account. This is the first time the company has appointed an agency, having managed their 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 Cruiseco team provide 230 member agencies access to over 50 cruise brands worldwide. In addition to this, Cruiseco creates exclusive products to enable its 2,500 travel consultants to effectively sell cruises in Australia.
This is Flow launched in May this year, having previously been known as Media & Production Partners (MPP), founded by Jimmy Hyett, with a focus on providing small agency service with big agency delivery. The agency has expanded on its full service offering of creative and content + media planning and buying to now include programmatic digital buying, data science, strategy and research.

The unique and adaptable structure of This Is Flow means Cruiseco can expand on the strong foundation already built with the advantage of using the in-house experts and external specialists available through TIF. Whilst previous experience in the cruise and travel industry was a great advantage, finding clarity in a fragmented market and building a stronger connection with the cruising audience will be the main focus for the new agency moving forward.

"Cruiseco is going through a positive transition period in a competitive and cluttered market and as such we needed an agency that was aligned with our motivation," said Carolyn Mackley, national marketing manager, Cruiseco. "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. We're looking forward to working with TIF at such an exciting and important time for our business."

Says Hyett: "With many moving parts in a busy landscape, we will combine with our partners to develop a clear and adaptable approach centered 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."

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