RPM3 lands pounds 1.5m launch advertising task for cruise line

RPM3 has been picked to handle the pounds 1.5 million launch of a new cruise line aimed at attracting younger customers to a burgeoning market.

RPM3 has been picked to handle the pounds 1.5 million launch of a new cruise line aimed at attracting younger customers to a burgeoning market.

The as yet unnamed company, which will begin operations later this year, is a joint venture between the tour operator First Choice and Royal Caribbean Cruises.

RPM3 saw off a challenge from Cheetham Bell JWT in Manchester and AMV Advance to win the business for which it pitched jointly with the media agency John Ayling & Associates.

Walsh Trott Chick Smith and Mitchell Patterson Grime Mitchell, the respective incumbent agencies for First Choice and Royal Caribbean, were not invited to join the contest.

Mark Brandis, RPM3's managing director, said: 'Cruising is the fastest growing holiday market but the average age of its customers is 52. We'll be targeting people in their 30s and 40s.'



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