21 Jul 2011
Royal Caribbean has reportedly begun searching for an ad agency to handle its $40 million to $60 million global media business, with a focus on its business in the United States and Canada.
This decision to find a media-only company is a change from the last time Royal Caribbean conducted a search in 2007, when the cruise giant selected Mindshare and JWT. Word is that this new decision does not effect Royal Caribbean's relationship with JWT, the cruise line's creative agency.
Royal Caribbean spent about $72 million on United States measured media in 2010 and 2009 across all of its cruise brands, according to Kantar Media.
