Hill+Knowlton replaces Burson Marsteller for Costa Crociere cruise line PR in China

H+K Strategies’s spokesperson said that the brand's main objective with the pitch was to find an agency to increase the effectiveness of its communications and further its China growth plan. 

H+K Strategies Shanghai’s role will include managing the brand’s reputation as well as supporting the company’s China strategy and initiatives countrywide.

Costa Crociere has had a China representative office in Shanghai since 2006. Its regional office is in Hong Kong, where Ogilvy has been the PR agency for Hong Kong since 2008. A source from Ogilvy PR Hong Kong said that Ogilvy is seeking additional help from other Ogilvy offices in Asia for PR crisis management after the company's Costa Concordia disaster in Italy on 13 January.

The Ogilvy PR spokesperson explained that although Bok oversees both offices, there are two separate teams working on the account out of HK and China. In terms of agency, Costa works with OM and Pulse Communications in Asia Pacific.

“We are eager to take this new step with Hill+Knowlton Strategies in the China market," said Buhdy Bok, Costa's vice president, Asia Pacific & China, who is based in the brand's headquarters in China. "This is an important opportunity to move forward, and we want to be best positioned to embrace this with H+K Shanghai’s expertise, especially in brand-reputation management.”

Bok joined Costa Crociere in May 2011 as vice-president, China, and was promoted to his current position in January 2012. Prior to joining Costa Crociere, he was a long-serving employee of Singapore Airlines since 2004 and his last post was the company’s general manager in Italy, a post he resigned in May 2011.

According to USA Today, the cruise industry is facing lower bookings following the 13 January Costa Concordia disaster.

Earlier this week, industry giant Carnival Corporation (which owns Costa Crociere, Carnival Cruise Lines, Holland America Line, Princess Cruises, Seabourn, AIDA Cruises, Cunard Line, Ibero Cruises, and P&O Cruises) reported a falloff in cruise bookings in both the US and Europe.  Yesterday Royal Caribbean (parent company of Royal Caribbean Cruises, Celebrity Cruises, and Azamara Cruises) also says bookings have fallen to the “low to mid-ten percentages” as compared with a year ago.