Royal Caribbean Cruises pitches out £200,000 UK brief

Royal Caribbean International, part of the second biggest cruise operator in the world, has launched a £200,000 hunt for PR assistance in the UK & Ireland.

Royal Caribbean Cruises: Targeting a younger market
Royal Caribbean Cruises: Targeting a younger market

The brand has put out a call for creds in a closed process, with Siren Communications, which has handled the account for eight years, repitching for the work.  

Creativebrief, which confirmed the value of the account and its role in the pitch, is involved in running the process. The pitch is thought not to impact on the wider strategic piece handled by TVC Group

Last month parent company Royal Caribbean Cruises, which faced a comms scare over a recent major outbreak of illness onboard one of its ships, saw Q2 earnings soar amid strong booking figures, reporting global profits leaping year on year from $24.7m to $137.7m. 

Recent comms strategy has seen a shift away from the older generations traditionally targeted, a theme one agency figure with insight into the sector said would likely be reflected in UK work.  

"It’s moving the focus away from the blue rinse brigade and on to a newer, younger, more affluent market," they said.

Siren's MD Sarah Rathbone said: "We've been Royal Caribbean International’s retained PR agency partner for last eight years delivering consumer, trade, corporate and crisis support, and we will work with them until at least the end of 2014. This includes the launch of new ship Quantum of the Seas taking place later this year."

Royal Caribbean Cruises has not responded to requests for comment.

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