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.

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here