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Agencies looking for a cruise line account suddenly have choices.
If Royal Caribbean isn't inviting enough, why not give Norwegian Cruise Line a go? And since they're in play at the same time, you may have to chose one or the other.
Norwegian is similar to Royal in two respects: scope (each encompasses both creative and media responsibilities) and timetable (each expects to complete its search next month). But Royal spends more than twice as much as Norwegian on media—$80 million compared to $35 million—and represents more in account revenue ($8 million versus $5 million).
Another recent trend in searches? Roster shop efficiency battles.
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