Royal Caribbean launches creative review

Royal Caribbean International is conducting an agency review for its creative business, Ad Age has learned. Interpublic Group of Cos.’ The Martin Agency is the incumbent on the account. Martin, which helped Royal Caribbean launch the world’s largest cruise ship, Icon of the Seas, is not defending the business. Royal Caribbean, which is owned by Royal Caribbean Group, did not respond to multiple requests for comment. Agency Review Tracker Stay up to date with the latest account reviews Click here “In our two year partnership with Royal Caribbean, we’re proud to have helped propel the brand beyond pre-pandemic demand to new benchmarks in the cruise industry, including record-breaking bookings and a 68% increase in earnings per share,” said Danny Robinson, CEO of The Martin Agency, in a statement. “Every agency and every marketer deserves compatible partners. We wish that for Royal and whoever they choose as their next agency.” Royal Caribbean Group’s media business is handled by IPG Mediabrands agency Mediahub. A changing tide The creative review comes as the industry responds to shifting trends. Baby boomers have historically made up the core consumer base for cruise lines, but a growing number of younger travelers and first-time passengers are now setting sail, according to JPMorgan. These travelers want different experiences than their older audiences—and cruise operators are making changes in response. Read more: A TikToker’s voyage on the ‘Ultimate World Cruise’ Royal Caribbean Group, Carnival Corp. and Norwegian Cruise Line Holdings are investing in shorter excursions, private island destinations and reliable internet to court younger audiences, according to a report from The Wall Street Journal. (One in two Royal Caribbean passengers is a millennial or younger, Chief Financial Officer Naftali Holtz told the newspaper.) A-List & Creativity Awards Enter for a chance to be recognized as the best in advertising Submit your entry here Royal Caribbean in July launched Utopia of the Seas, a ship designed for three-night weekends and four-night weekday getaways. Earlier this month, the Miami-based company unveiled plans to build a private destination in Mexico. More broadly, the cruise industry has rebounded steadily after taking a significant hit during the pandemic. Roughly 35.7 million travelers are expected to set sail during 2024, up 6% from 2019, according to industry trade group Cruise Lines International Association. Royal Caribbean had U.S. measured media spending of $81 million for the first two quarters of 2024, compared to $143 million in all of 2023, according to figures from Vivvix, which includes paid social data from Pathmatics. The Royal Caribbean cruise line accounted for the lion’s share (70%) of parent company Royal Caribbean Group’s 2023 U.S. measured-media ad spending. Other brands in the group’s portfolio include Celebrity Cruises, a premium cruise line, and Silversea Cruises, an ultra-luxury and expedition cruise line. Royal Caribbean is the latest cruise line set to make an agency change. Earlier this year, Carnival Cruise Line appointed Omnicom’s TBWA\Chiat\Day New York as its creative agency of record. Last year, Princess Cruises brought on Terri & Sandy. In 2022, Holland America hired Curiosity. (Carnival Cruise Line, Holland America and Princess Cruises are all owned by Carnival Corp.)

Royal Caribbean launches creative review

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