14 Feb 2019
Is a Big Mac with bacon still a Big Mac?
Royal Caribbean has appointed Red Consultancy to look after its UK day-to-day consumer and trade communications as of October 2015, following a full pitch process.
The contract will challenge Red to help address misperceptions of the cruise market and reposition Royal Caribbean’s premium offering among a new generation of travellers.
Red will be responsible for day-to-day press office activity, crisis and issues management and the development of creative platforms to bring Royal Caribbean’s brand proposition to life.
Tamara Strauss, Royal Caribbean’s marketing director for UK and Ireland, said: “The Red team demonstrated a strong grounding and knowledge of the sector alongside strategic thinking, energy and creativity. We very much look forward to working with them as we target a new-to-cruise audience, encouraging them to re-evaluate the cruise experience and jump on board.”
Isobel Coney, Managing Director, Consumer (Play) at Red, added: “It’s a hugely exciting time for Royal Caribbean as they prepare to launch new ships, a new brand direction and generally do things a little differently. We’re thrilled to be part of their ambitious plans and look forward to helping them tell their story.”