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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 (5/36)
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 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
******* ******* ******** (******** ** ****** **** *.*.) media buying & planning 2015 present
******* ******* ******* ********* ********* public relations unknown present
********* ******* ***** ***** digital, media buying & planning 2015 present
********* ******* ********, **** & ******** AOR - creative 2015 present
********* ******* ******** (******** ** ****** **** *.*.) media buying & planning 2015 present

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DailyVista

Q4-Q1 Millennial Media Opps Update: Royal Caribbean launches new social media initiative


Subject: TV, magazine, digital, social media, experiential, sponsorship, outdoor, radio

Company: Royal Caribbean (RC), one of the largest cruise companies in the world.

Update (11/16): As part of the new “Come Seek” campaign (more below), RC is using Periscope to showcase interactions with customers aboard the Anthem of the Seas ship as it sails to five Caribbean destinations. “Come Seek Live” video will be streamed to New York City subway displays and newsstand screens at places like Grand Central, Penn Station, Union Square, West 14th and 7th Ave., 86th and Lexington Ave., Brooklyn Bridge-City Hall, and Fulton Center, according to a statement. 

This is the latest example in RC’s efforts to engage first time cruisers ahead of Wave Season, the winter/spring period when most cruise reservations are made. Therefore, as we’ve reported, continue to pitch traditional, experiential and digital platforms that will allow RC to target millennials in innovative ways. Your potential for success should increase if you can also prove high engagement among wedding parties/honeymooners. 

“Come Seek,” is the first campaign from RC’s new creative and media AORs, IPG here).

Below originally published 10/19

Opportunity: Launched “Come Seek,” the first campaign from its new creative and media AORs, IPG here). The campaign, targeting first time cruisers, will feature five-second teasers and 30-second commercials on ABC, NBC, CBS, ESPN, Food Network, HGTV, Travel Channel, Bravo and TBS. The effort also includes online video, display, social, cinema, radio and out-of-home (OOH).

Therefore, as we've reported (research Wave Season). Sellers with high engagement rates among wedding parties/honeymooners should have an advantage, as well. This campaign came fairly quick from RC's new agency partners, so it's highly like that the campaign leaned heavily on existing partners. Therefore, sellers new to RC should focus their energy on 2016, particularly Q1.

Furthermore, look for RC's ad spending to be much higher in Q4 and Q1 than usual. Besides all of these developments, the entire industry is planning major marketing boosts (research here) has said the fall campaign will receive 35% more media support compared to last year and investments will be up in Q1, as well. 

Additional Insight

Media Breakdown: Royal Caribbean spends $50 million-$60 million annually on measured media, skewing towards TV, magazine and digital buys during Wave Season and Q4, according to Kantar Media. Over all $205.2 million went to media advertising in 2014, even with spending a year earlier. 

TV Breakdown: Since January, RC has spent $20.6 million on national TV ads (see targeting right), up from $12 million over the same period, according to iSpot.tv. The latest flight supporting “Come Seek” began Oct. 18, with ads thus far airing on ESPN and ABC during “SportsCenter” and “America This Morning.”

Digital Breakdown: Moat isn't reporting any “Come Seek” specific display ads yet. So far this year, 321 standard ads, 74 high impact ads and seven video ads have run on 3,673 publishers (<1% mobile), 81% of which were placed programmatically versus site direct.

Desktop is running mostly on hobbies & interests, arts & entertainment, travel and news sites. Top sites include usatoday.com, animefreak.tv, howstuffworks.com, shoplocal.com, marthastewart.com and cosmopolitan.com. Video is targeting a similar mix, but activity has fallen off substantially since the end of April.

Recent Decision Maker Shifts: The review came after Michael Bayley became president and CEO in December and the recent departure of Marketing SVP Carol Schuster, who led marketing for almost two years to start her own consultancy. Bayley, previously CEO of sibling Celebrity Cruises, succeeded Adam Goldstein, who was elevated to president and COO of parent company Royal Caribbean Cruises Ltd. 

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

Jim Berra
Senior Vice President & Chief Marketing Officer
(305) 539-6000
jberra@rccl.com

Jeffrey Dekorte
Vice President, Global Digital Marketing
(305) 262-6677
jdekorte@rccl.com

Maggie Carbonell
Director, Marketing & Advertising
(305) 262-6677
mcarbonell@rccl.com