Arnold in Pitch For Cruise Line’s Broadcast Buys

Royal Caribbean Cruise Lines is interviewing its newly appointed roster shops and its incumbent to decide which will place broadcast ads for its Royal Caribbean and Celebrity cruise ship 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 almost $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 could not be reached for comment.