The former PR director for Princess Cruises has launched a new company to help “travel businesses recover from the lockdown”.

David Sanders, who was among the redundancies at Carnival UK announced at the end of June, has unveiled PR42.

The PR company will offer a number of services, including a “risk-free”, ‘no coverage, no fee’ option. As part of this, PR42 will not charge travel businesses a fee unless press coverage is published in pre-agreed media.

The agency “aims to be as flexible as possible”, according to a statement, and will also provide a PR ‘Power Hour’, where a consultant will give feedback and ideas on new or existing publicity plans in a shorter 60-minute session.

Other options include media liaison, event management, copywriting and crisis communications, as well as services for one-off events and projects. PR42’s services will also be available for longer periods on a contract basis.

Sanders 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.”