Accounts in Review: 11 Million Reasons Why Royal Caribbean Needs Repeat Customers

The cruise line company with "Caribbean" in its name wants to own that region again.

That's a key challenge for agencies pursuing Royal Caribbean's creative business, according to a request for proposals distributed to interested shops. Another challenge? Getting one-time cruisers to come back. Some 11 million people have taken trips on Royal Caribbean but have never returned, the RFP notes.

Ah, but perhaps the biggest obstacle to success for Royal Caribbean and the cruise industry in general are high-profile accidents and nasty norovirus outbreaks. And that's nothing advertising can fix. More than a dozen agencies received the RFP, and replies were due back this week. Based on submissions, the company will narrow the field to five to seven shops, which executives will visit before cutting the list to four finalists. The search is expected to conclude in May.