Royal Caribbean Rates Ad Partners For Broadcast Buys

Royal Caribbean Cruise Lines is interviewing its media incumbents and new roster shops to decide which will place radio and television ads for its Royal Caribbean and Celebrity brands.
Under consideration are Arnold Communications in Boston, recently named agency for Royal Caribbean; Saatchi & Saatchi in New York, agency for Celebrity; and the incumbents, the Media Edge and Zenith Media, both New York, which currently buy space and time for both brands.
RCCL spent nearly $50 million to advertise both brands in 1998, per Competitive Media Reporting.
Both Arnold and Saatchi were assigned media planning for their respective brands. RCCL executives in Miami did not return calls by press time.