Royal Caribbean hires JWT and MindShare

By Darren Davidson, brandrepublic.com, Thursday, 13 December 2007 12:10PM

LONDON - The cruise company Royal Caribbean International has awarded its global advertising and media accounts to a WPP team from JWT and MindShare.

The UK portion of the account, which is handled by a smaller agency called Positive Thinking, is unaffected by the appointment.

Royal Caribbean is looking to expand its UK advertising and build a global brand.

The agencies will develop work for two areas: the home ports, where the ships are docked; and the fly-cruise market, countries to which customers have to travel to join cruises.

In November, the company announced record net income for the third quarter 2007 of £190m, compared with £164m in 2006, on the back of better-than-expected late bookings.

Launched in 1968 by a conglomerate of three Norwegian shipping companies, Royal Caribbean travels to destinations in Europe, the Bahamas, Asia, Canada and the Caribbean.

This article was first published on brandrepublic.com

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