PHD today announced that it will serve as the new media agency for Carnival Corporation, the world’s largest leisure travel company, in North America and the United Kingdom.

The announcement, following a competitive review, is part of Carnival Corporation’s efforts to consolidate its purchased media strategy development and execution across its 10 global cruise brands, and the company’s desire to partner with an agency that delivers both portfolio management and travel expertise.

The move leverages Carnival Corporation’s scale as the world’s largest cruise company to improve the strategic coordination of media planning and buying across multiple brands in two of the world’s largest regions for cruise vacations. It is expected to help generate awareness and drive increased demand for cruising, while creating multi-million dollar savings in media costs. In 2015, Carnival Corporation’s seven brands in the two regions accounted for $116 million in media spend.

PHD’s teams in the U.S. and UK will immediately begin a transition period before fully managing all traditional, digital, and social media as well as analytics for Carnival Corporation in North America and the UK. As the incumbent agency for the two of the corporation’s 10 brands, Carnival Cruise Line and Cunard Line brands in the U.S., PHD will expand its responsibility to include Fathom, Holland America Line, Princess Cruises, P&O Cruises UK and Seabourn.

The PHD team in the U.S. and UK will work closely with Carnival Corporation on a data-forward, consumer-focused, idea-driven approach to maximize awareness, consideration and purchase decision in the dynamic vacation category. PHD’s New York office will serve as the headquarters for all of Carnival Corporation’s brands in the two regions, setting investment and portfolio guidelines for local adaptation.

PHD U.S. CEO Nathan Brown said, “Carnival Cruise Line and Cunard Line in the U.S. have been our partner for three years. Now we welcome additional Carnival Corporation brands that operate in North America and the UK. We cannot wait to see our brands grow together.”

“We are excited to partner with the team at PHD across our leading portfolio of cruise brands in North America and in the UK,” said Josh Leibowitz, chief strategy officer for Carnival Corporation. “Bringing together our brands to work with a world class agency like PHD enables us to further enhance our digital and traditional media strategies to grow demand for cruising as the world’s best vacation choice.”