During the review, an executive close to the situation noted that although half of the company's fleet of 22 ships is in Europe, the focus of the account will be on the U.S. and Canada markets. The agency referred calls to the client, and the company did not immediately respond to a request for comment.
Executives close to the review told Ad Age that the company is looking at a budget range of $50 million to $60 million, on par with its measured media spending of past years. The Royal Caribbean parent company, which owns both Royal Caribbean and Celebrity Cruises, spent about $72 million on U.S. measured media in 2010, the majority of which was spent on the Royal Caribbean brand, according to Kantar Media.
The media-only review is a departure from the brand's approach in its last major search in 2007. At that time, the company selected Mindshare and Royal Caribbean's current creative agency, JWT, also a WPP shop.
Royal Caribbean will be one of the first newly secured accounts under Antony Young, who officially joins the agency as North American CEO next week.