Back to All Companies

Royal Caribbean Cruises, Ltd. | Company Profile, Marketing Contacts, Media Spend, Brands




Royal Caribbean, based in Miami, FL, operates one of the largest cruise lines in the world. The company's operating ships travel to worldwide destinations. In addition to sea cruises, the company offers passengers land tours in Alaska, Canada, and Europe.

Main Telephone (305) 539-6000
Main Fax (305) 539-6009
Primary Address
1050 Caribbean Way
Miami, FL 33132-2028
USA

Royal Caribbean Cruises, Ltd. Contacts

Contacts (5/35)
Name Title State
Richard F. Chairman & Chief Executive Officer FL
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (305) 539-6000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1050 Caribbean Way
Miami, FL
33132-2028
USA

Adam G. President & Chief Operating Officer - Royal Caribbean Cruises Ltd. FL
Jim B. Senior Vice President & Chief Marketing Officer FL
Larry P. President & Chief Executive Officer - Azamara Cruises FL
Peter G. Chief Marketing Officer - Celebrity Cruises FL

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Royal Caribbean International *******
Royal Caribbean Cruises, Ltd. ********
Celebrity Cruises ********
Azamara Cruises *****

Agency Relationships


Brand Agency Service From To
******* ******* ***/*** Creative 2017 present
******* ******* ******* ********* ********* public relations unknown present
********* ******* ********* digital 2016 present
********* ******* ***** ***** digital, media buying & planning 2015 present
********* ******* ******** (******** ** ****** **** *.*.) media buying & planning 2015 present

See Winmo sales intelligence in action

Recent Discussions

Who is the Chairman & Chief Executive Officer of Royal Caribbean Cruises, Ltd.?

Who is the marketing contact for Travel & Hospitality in FL

What is the email of the President & Chief Operating Officer - Royal Caribbean Cruises Ltd. of Royal Caribbean Cruises, Ltd.?

What is direct phone of the Senior Vice President & Chief Marketing Officer of Royal Caribbean Cruises, Ltd.?

Who is the Creative agency of Royal Caribbean Cruises, Ltd.?

Your personal LinkedIn network connections

Your personal LinkedIn network connections

WinmoEdge

Score 67 – On the Brink: Celebrity Cruises hires first CMO after launching new campaign


Subject: TV, digital, mobile, video, print, magazine, radio, outdoor, sponsorship

Company: 

Opportunity: After appointing new creative, media and digital AORs (research here), CC has hired Airbnb marketer Peter Giorgi as its first CMO, effective April 15. He’ll oversee all of the cruise line’s global marketing platforms including brand strategy, advertising, digital marketing, social media and loyalty.

This is a unique situation. We’ve seen one shop hired before a new CMO appointment, which is rare enough, but I can’t remember ever seeing creative and media move ahead of a CMO hire like in this case. Celebrity’s new roster should certainly be on edge but at least Giorgi is saying publicly that he believes the new ad campaign and rebranding launched in January “were spot on.” 

Still, the new CMO will certainly evaluate his agency roster, along with all other relevant areas, so agencies should still make introductions. But keep in mind that because of the recent roster change and new campaign launch, the runway to potential work will be much longer than with a typical first ever CMO hire. Martech and agency readers with deep digital and mobile expertise should have the edge since Giorgi told Skift he sees “big potential for marketing” in these areas.

Sellers – continue to go after last minute new campaign summer dollars and advertised tied to Q4 and Wave Season (Jan-March). Last fall, here). 

Note that trade marketing remains with sales VP Dondra Ritzenthaler.

Additional Insight

Experience: Giorgi had been with Airbnb since fall 2014 as global head of advertising and content. Before that, he spent about eight years at MDC’s Crispin Porter + Bogusky, culminating as VP and account director.

He succeeds marketing VP Lisa Kauffman, who led marketing at Celebrity since fall 2009. She’s now CMO at Perry Ellis (research here).

Media Spend: Celebrity spent $28.2 million on measured media last year, up 16% from $24.4 million from 2014. Almost 60% of spending goes to magazine and national newspapers. The remainder is split between spot TV, cable TV, display and national spot radio ads.

TV Breakdown: Since January, $2.1 million has gone to national TV ads (see targeting right), up from $691,000 over the same period last year, iSpot.tv reports.

Digital Breakdown: Since January, banners, high impact and video ads have run on about 2,200 publishers (4% mobile), 91% of which were placed programmatically versus site direct. Desktop is  mostly targeting news, entertainment, travel and sports publishers, according to Moat. Top sites include cruisecritic.com, yahoo.com, delta.com, switfty.com, nytimes.com, careerbuilder.com, nascar.com, countryliving.com, weather.com and cnn.com. 

Mobile is focusing more on news sites, while video is primarily targeting news and entertainment such as forbes.com, history.com and hulu.com. 

Celebrity Cruises
1050 Caribbean Way
Miami, FL 33132
(305) 539-6000

Lisa Lutoff-Perlo
President & Chief Executive Officer
(305) 539-6000
llutoff-perlo@celebrity.com

Peter Giorgi 
Chief Marketing Officer (Officially starts April 15)
(305) 539-6000
pgiorgi@celebrity.com