OMD loses Royal Caribbean account to AMS Media Group

Royal Caribbean International has handed the media planning and buying business for its &£2m advertising account to AMS Media Group.

The agency was handed the business without a pitch, after a review overseen by marketing director for the UK and Europe Gary West. The account was previously with OMD UK, which was awarded the business in October last year.

AMS already handles media for sister cruise brand Celebrity Cruises.

West stepped in to oversee a pitch for Royal Caribbean’s advertising business half way through the process last October (MW October 24, 2002) when director of sales, marketing and operations Peter Williams quit following a company restructure. Positive Thinking won the account.

The cruise industry, like other sectors of the holiday market, has been hit by nervousness in the North American market, owing to the war in Iraq and the Sars virus. As a result, Royal Caribbean introduced a price-cutting campaign earlier this year to target first-time passengers from the UK and Europe, discounting up to &£100 per person.

This has resulted in record UK sales – up 27 per cent for the year to August compared with the same period in 2002. Sales from the UK account for about three per cent of the cruise line’s overall sales.

Royal Caribbean will increase its capacity in Europe from five to six ships next year by adding a third liner under the upmarket Celebrity Cruises brand.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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