Expedition cruise company HX Expeditions has appointed Soda Communications to lead media engagement and profiling across Australia and New Zealand, following a closed competitive pitch.
The PR consultancy will work with HX’s in-house teams to manage B2B and B2C media relations, focusing on the brand’s expedition offering. HX operates five ships visiting more than 250 destinations across 30 countries, with voyages that combine sustainability, science and education.
The company, approaching its 130th year, is recognised as a pioneer in sustainable cruise practices. It was the first operator to eliminate heavy fuel oils, ban unnecessary single-use plastics and launch hybrid cruise ships.
HX also donates over 1,900 free cruise nights annually to scientists and runs the HX Foundation, which supports marine conservation and education projects.
HX Expeditions senior marketing manager Shannon Davis said the business reviewed both local and international agencies during the pitch process.
“We were open-minded when assembling the agency short list, looking at agencies of different sizes, specialisations and locations,” Davis said.
“It was extremely important to us to align with a like-minded agency who understand our product and brand as well as the challenges of our sector.
“Soda’s pitch stood out for its depth of research, creative approach, clear market insights, and genuine enthusiasm for helping HX build a stronger share of voice in a competitive media landscape.
“We felt the team members were genuine partners we could collaborate with closely to achieve the best outcomes for HX.”
Soda Communications Managing Director Chriss Mannix welcomed the win and said: “We were really clear from the start that we are not a travel-only PR agency, even though we have excellent credentials in that space – we also feel that HX has incredible stories and people to talk about in a wide range of editorial sectors.”
“We love news, and we love crafting compelling narratives that flow from earned media, right through to social media feeds and content.
“Our passion lies in trends and observations that grab the attention of consumers by creating dinner time conversation that shapes brands. We’re so pleased to be appointed to work with HX to achieve this.
“Our team has quickly become expedition cruising obsessed and engrossed in discovering remarkable and quirky facts about the remote destinations that HX visits – from Svalbard where polar bears outnumber the human population, to HX’s most popular destination, Antarctica – where Penguins are some of the most iconic residents – roughly 12 million live on this frozen continent!”
The win adds to Soda’s travel and lifestyle client roster, which includes Cathay Pacific, HOYTS, Lime, Choice Hotels Asia-Pac, Crusader Caravans and Fowles Wine.
Top image: Shannon Davis and Chriss Mannix