Zapwater Communications | Agency Profile, Contacts, AOR, Client Relationships

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Campaign Imminent: Global Crossing Airlines taps PR, social AOR after tapping first CMO (Score 70)

Zapwater Communications. The agency will create and execute a PR campaign to promote GlobalX's 2021 North American debut.

This shift closely follows GlobalXs September 2020 appointment of CMO Mark Salvador, who now handles all strategy for marketing, planning and commercial channels. Its first CMO, Salvador previously served as Carnival's global business development director, delivering start-up revenues from zero to $3mm in 2018 and $5mm in 2019. His most recent marketing leadership role was as marketing VP for Palms Casino Resort from 2012-2013, so Salvador may need all the advertising help he can get.

Since this airline has not yet launched, it has not yet advertised globally. Of course, though, I expect it to do so as it makes its US debut later this year. Considering Zapwater's social media remit, GlobalX will likely start out with social media advertising, which signals a target demographic of Gen-Z and millennials.

Agency & martech readers - PR hires tend to precede other agency reviews, especially under a new (and first) CMO, so reach out soon to secure potential media and/or digital analytics partnerships. GlobalX is currently outsourcing creative services with an unconfirmed AOR; we will let you know when we find out more. Reach out soon; you'll benefit from offering services that will support GlobalX's upcoming launch.