Cunard Selects Miami-Based Tinsely Advertising
MIAMI, Feb. 9, 1999 -- Cunard Line Limited has awarded Miami-based
Tinsley Advertising its two brand advertising account. The announcement was
made by Bill Leiber, Cunard's Vice President, Worldwide Sales and Marketing.
The full service agency will handle all of the cruise line's North American
advertising, both travel trade and consumer, and will develop concepts for the
line's global advertising. Cunard Line Limited operates two separate and
distinct brands -- Cunard Line and Seabourn Cruise Line, both of which Tinsley
will handle.
"The team at Tinsley Advertising proved itself to be in perfect alignment
with our strategic objectives. Our goal was to find a full-service agency with
the ability to think creatively 'out of the box' and that could provide
timely, and highly efficient, account service," said Leiber.
Debra Gilbert, the line's Manager, Advertising and Direct Mail, will work
closely with Leiber and the agency.
The former advertising agency was Miami-based Crispen, Porter & Bogusky,
which had the account for one year.
Sandy Tinsley, Chairman of the agency, said, "We are looking forward to
re-launching both of this company's cruise brands and helping it move forward
successfully into the new millennium."
Leiber added, "Our objective is to position Cunard as the embodiment of
classic cruising in the British style and Seabourn as the ultimate in
contemporary, Scandinavian ultra luxury. We are now involved in a major
program to re-brand some vessels in our fleet. This will include the complete
refurbishment of our larger vessels which will be completed by the end of this
year. Tinsley is playing a major role in communicating the new positioning."
Advertising budget was not announced for the company which was formed only
last May with the merger of Cunard Line and Seabourn Cruise Line. Total
advertising budget for Cunard and Seabourn last year was approximately $8
million in North America including trade and consumer advertising.
Tinsley Advertising is one of the Southeast's largest agencies. With the
addition of Cunard Line Limited, client billings are expected to increase to
approximately $95 million. Its accounts include SuperClubs Resorts, Mayor's
Jewelers, The Florida Keys and Key West, Miami Subs and the Boca Raton Resort
and Club.
Cunard Line Limited was formed last May when Carnival Corporation acquired
Cunard Line and merged it with Seabourn Cruise Line. The combined fleet is
comprised of the Queen Elizabeth 2, Royal Viking Sun (to be moved to the
Seabourn fleet as the Seabourn Sun), Vistafjord (to be renamed Caronia and
continue in the Cunard fleet), Sea Goddess and I and II (to be moved to the
Seabourn fleet as the Seabourn Goddess I and II) and the Seabourn Pride,
Spirit and Legend. This eight vessel fleet represents nearly 50 percent of the
world's luxury cruise market. Carnival Corporation (NYSE: CCL) is the major
shareholder in Cunard Line Limited, among a group of investors that acquired
Cunard from Kvaerner ASA, and subsequently merged it with Seabourn Cruise Line
in May 1998.

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