In a multi-agency pitch Beehive Communications has bagged the media responsibilities for Star Cruises. Maxus won the account two years ago and it was currently under the custodianship of a GroupM unit. Apart from this, there were three other agencies in the fray. The business is currently pegged at Rs 5 crore.
The media duties of the business will be effective under Beehive Communications from January 1, 2005. Sharing more on what the win, Sharmila Dennis, Media Head, Beehive Communications expresses, “Star Cruises is a very important account for us and defines our strength in the tourism domain. This is a big win for us, as we were extremely selective while pitching.”
As to what she thinks worked in Beehive’s favour, she explains, “One reason would be our Media4Results programme. We believe it delivers much more than the regular planning/buying formats, as it provides a more holistic approach to clients’ marketing and communication programmes.”
In 11 years of its inception, Star Cruises has achieved global recognition. Today, it is a prominent cruise line in the Asia-Pacific region. Star Cruises is represented in more than 20 locations worldwide with offices in Australia, China, Germany, Hong Kong and India, amongst other countries.