Arnold Adds Celebrity Cruises

Celebrity Cruises has awarded the bulk of its estimated $20-25 million account to Arnold, which handles the line’s parent, Royal Caribbean.

The Havas shop, which is based in Boston, was chosen without a review to craft a multimedia consumer campaign that will break in the fall, said agency representative Rebecca Sullivan. Incumbent Digitas, here, retains relationship marketing chores, the shop said. Client officials did not return calls.

With Celebrity, Arnold expands its relationship with Royal Caribbean as the client seeks to complete its acquisition of P&O Princess, which would create the world’s largest cruise-line company. (The $25 million Princess account is with Interpublic Group’s Suissa Miller, Los Angeles.) Carnival, the category leader, last year made a $5 billion hostile bid for Princess. The Royal Caribbean deal has been valued at $6 billion.

Based on its track record with Royal Caribbean, Arnold was “asked to work on a broad branding strategy” for Celeb rity several months ago; that led to the current trade ads and the upcoming consumer push, Sullivan said.

Arnold has created a new tagline for Celebrity, “A true departure,” replacing “Exceeding expectations.” The agency will target “experienced cruisers” and position the brand as a “luxury experience,” Sullivan said.

Royal Caribbean spent about $50 million on ads for its namesake brand in 2001, according to CMR.