P&O Cruises and Cunard Line have hired direct agency LIDA to handle its Customer Relationship Management (CRM) business, according to a statement from the cruise line.

The agency won the multi-million pound account following a competitive pitch that began in April this year.

LIDA is tasked with transforming the cruise companies’ direct to customer marketing, moving from a product-led approach to a truly personal customer-led approach. The strategic and creative work will begin immediately.

P&O Cruises and Cunard insight director Jeremy Tait said: “In an increasingly competitive market where personalisation is key, it is crucial to put our guests at the forefront of all that we do, from the moment of consideration to the time they return home and think about their next holiday. With their outstanding CRM expertise, we are confident LIDA will deliver results that will help our brands connect with our guests for a more individual, tailored approach and nurture existing relationships.”

Matthew Heath, Chairman and Chief Strategy Officer of LIDA, added: “We are thrilled to be working with Carnival UK and some of the world’s leading cruise brands. We look forward to delivering truly engaging campaigns that will personalise the customer-experience and help the Carnival brand transform and continue to grow.”