Carnival's $80 Million Account Up for Grabs

Incumbent CooperDDB Invited to Participate in Cruise Line's Creative, Media Review

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NEW YORK (AdAge.com) -- Carnival Cruise Lines has placed its $80 million creative and media advertising account into review, according to the marketer.
Miami-based Carnival spent $60 million between January and September 2007 to market its flagship Carnival Cruise Lines brand.
Miami-based Carnival spent $60 million between January and September 2007 to market its flagship Carnival Cruise Lines brand.

Coral Gables, Fla.-based CooperDDB, part of the DDB Worldwide network at Omnicom Group, is the lead agency on the account. CooperDDB will be invited to participate in the review, the marketer said. The agency helped Carnival earlier this month launch a new branding campaign that promotes the value in fun, memorable vacations for couples and families. A DDB spokeswoman referred calls to the client.

Lost marketing exec
The review comes shortly after the company lost its senior VP of sales and marketing, Vicki Freed, to rival cruise line Royal Caribbean International earlier this month. Royal Caribbean late last year concluded a $90 million media and creative review in which a WPP Group team composed of JWT and MindShare emerged the winner.

Miami-based Carnival spent $82 million on U.S. measured media in 2006 to market its flagship Carnival Cruise Lines brand, according to TNS Media Intelligence, and spent $60 million between January and September 2007.

Other well-known cruise brands in the Carnival Corp. portfolio include the Cunard, Holland America and Princess Cruise lines.

Carnival has a fleet of 22 ships that sail to the Caribbean, Mexico and Europe and plans to debut three new ships by 2011: the 113,300-ton Carnival Splendor and the 130,000-ton Carnival Dream and Carnival Magic.
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