Princess Cruises’ former PR director has set up a new agency offering travel businesses a ‘no coverage, no fee’ option.

David Sanders was one of the 450 Carnival UK employees made redundant at the end of June. Today he launches his new venture, PR42, and is offering a “flexible service” for travel businesses.

PR42 won’t charge travel businesses unless press coverage is published in pre-agreed media.

The agency will offer other services such as media liaison, event management, copywriting and crisis communications. It will also offer a ‘power hour’ where a consultant will give feedback on a company’s publicity plans in a short 60-minute session.

Sanders, who headed up PR for Princess Cruises for six years, said: “It wasn’t a nice feeling when I was made redundant, but I fully appreciate how difficult the current situation is and was determined to do something positive in return.

“As someone who loved their time in the travel industry it hurts to see how badly it’s been affected. It occurred to me that I could offer support as everyone looks to get back on their feet, so we’ve worked hard to get PR42 up and running as quickly as possible.

“Given the devastating effects of Covid-19 we’re aiming to be as flexible as possible in terms of both what we offer and the prices we charge. We thought the ‘no coverage, no fee’ option would be particularly appealing at this time, as it’s a risk-free choice for those who select it. If we get press coverage for a travel business then their profile and bottom line get a boost; if we don’t then there’s no cost to them.”