Royal Caribbean Goes Into Play

Arnold Is Incumbent on Cruise Line's $80 Million Account

By Published on .

NEW YORK (AdAge.com) -- Royal Caribbean International is putting its estimated $80 million-plus advertising account into review, the company said today.
Royal Caribbean spent about $82 million on measured media in 2006.
Royal Caribbean spent about $82 million on measured media in 2006.

Longtime incumbent agency Arnold Worldwide and Havas sibling media agency MPG have been invited to participate.

According to TNS Media Intelligence, Royal Caribbean spent about $82 million on measured media in 2006.

'Optimal resources'
"Royal Caribbean has begun a comprehensive review of its brand marketing resources," Alice Norsworthy, the cruise line's senior VP-marketing, said in a statement. "Our success in building our business and our brand is dependent on identifying the optimal resources aligned to meet our global marketing needs, and developing strong partner relationships and effective teaming models across all of our agency providers."

Royal Caribbean has hired Cleveland-based Rojek Consulting Group to facilitate the review, which is expected to be complete by December.

An MPG spokeswoman referred calls to the client. A spokeswoman for Arnold declined to comment.
Most Popular