The agency will manage the brand’s corporate, consumer and crisis PR as well as raising its the awareness amongst a ‘new to cruise’ consumer audience, by tackling misconceptions of cruise holidays. Royal Caribbean's PR was previoulsy led by Siren Communications.
Dominic Shales, managing director of Lexis said: "This is an amazing opportunity. Royal Caribbean International is genuinely changing the way people holiday and we can’t wait to help them communicate that story. Our work will include handling communications around its new ship Anthem of the Seas, based in Southampton from April, as well as running creative consumer campaigns that make people who have never been on a cruise holiday sit up and think again."
Jo Briody, director of marketing & PR at Royal Caribbean International UK & Ireland, added: "Lexis impressed us with its understanding of our core challenges and with its creativity. We are leading change in the cruise industry and want to take a fresh approach to our communications. Lexis shares our passion for the brand and demonstrated the ability to challenge misconceptions and positively influence people outside of the cruise sector."
Royal Caribbean’s current revenue exceeds $3.2bn (£2bn) with the UK & Ireland its second largest market after the USA. It has just launched its most technology-advanced ship, Quantum of the Seas.