Positive Thinking nets Royal Caribbean task

Positive Thinking has scooped cruise line Royal Caribbean’s &£4m UK and European advertising business following a pitch that saw the company’s marketing chief, Pete Williams, quit halfway through the process.

The Richmond-based agency won the business after a four-way pitch, which included Walsh Trott Chick Smith, Partners BDDH and Scholz & Friends. Positive Thinking has worked on the Royal Caribbean’s direct marketing account for the past three years. Media is split between John Ayling & Associates and Walker Media.

Royal Caribbean director of sales, marketing and operations Pete Williams left the company last week. His role was axed following internal restructuring (MW October 17).

Former European marketing manager Gary West has been appointed as marketing director for the UK and Europe. He says: “We are starting to see an improvement in the international cruise market. To capitalise on this growth, Royal Caribbean needs an agency that can provide us with a truly integrated solution.”

The company will advertise on television in the new year. This campaign will be supported by a brand awareness campaign in the national press.

Royal Caribbean has 24 ships in service. Four are under construction or on order. The company has been locked in a battle with Royal Carnival to buy the UK’s P&O Princess, but is expected to lose out to its cruise rival.