72andSunny ANZ wins Princess Cruises

72andSunny has been appointed to develop a local brand positioning and integrated advertising campaign for Princess Cruises.

The global, premium cruise liner is looking to drive growth in the Australian market and has appointed the strategic creative agency to develop a local brand positioning and campaign that can drive brand familiarity, consideration and preference with a new generation of Australian consumers.

"We appointed 72andSunny due to their belief in Optimism and their expertise working with modern global and Australian brands and their ability to connect these with modern Australian audiences," Nick Ferguson, Senior Director, Sales & Marketing - Asia Pacific, Princess Cruises, said.

Ross Berthinussen, President ANZ, 72andSunny added: "We’re delighted to be working with the Princess Cruises team to localise such an iconic global brand for Australian audiences. Cruising remains a much-loved experience for Australians, and we're looking forward to further invigorating the brand."

The appointment adds to other recent new business wins for 72andSunny, including BIG W, AFL, tech unicorn, Deputy and Cadillac. They join their existing roster of clients including Google and realestate.com.au.

Recently, MILKLAB has teamed up with 72andSunny for a live gig called MILKLAB Coffee Shop Sets – held not in a nightclub, but in Melbourne’s Project 281 Coffee Roasters.

Headlining the performance for the alternative milk brand and global creative advertising agency is Tones And I. The event drew in early risers, coffee lovers, music fans, and creators for a high-energy performance fuelled not by beers, but by brews – specifically, lattes crafted with MILKLAB’s smooth and delicious Oat Milk.

The event featured a 30-minute performance from Tones And I, free coffees and limited-edition MILKLAB x Tones And I merch, turning a simple morning into a festival of caffeine, creativity, and community.

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