Royal Caribbean International Selects SpikeDDB as African American Agency of Record

Royal Caribbean International has named SpikeDDB its new agency of record for the line’s African-American integrated marketing communications business.

SpikeDDB was awarded the account after a lengthy review process that included two other finalists. The agency will handle all marketing communications targeting the African-American community for Royal Caribbean, including creative, media, interactive, public relations, and research.

“SpikeDDB’s ability to conceive and execute strategically based creative, coupled with its strong understanding of media consumption among African- American consumers, makes it the ideal partner for our brand,” said Dan Hanrahan, senior vice president, Marketing and Sales, for Royal Caribbean International. “We have built a reputation for both providing innovative and unexpected vacation experiences, and marketing them in the same manner. We know SpikeDDB will help us continue to reach consumers in fresh, creative and relevant ways.”

“We are delighted to be working with Royal Caribbean, a leading brand in the global cruise industry. We look forward to building the brand by showcasing the many attributes that appeal strongly to African-American travelers,” said Dana Wade, president of SpikeDDB.

SpikeDDB will help Royal Caribbean reach African-American travelers who are adventurous, who like to explore new places, and who want to do, see and experience more on their vacation. The integrated campaign effort is due to launch in early spring 2005 and will be in sync with the line’s award-winning “Get Out There” campaign, first launched in 2000.

SpikeDDB is a full-service advertising agency focused on building brands against urban-minded consumers. The agency is a partnership formed by famed film director Spike Lee and DDB Worldwide Communications Group.

Royal Caribbean International is a global cruise brand with 19 ships in service and two more under construction. The company also offers unique cruisetour vacations in Alaska, Canada and Europe. For additional information about the cruise line, please visit the company’s Web site at or call 800-327-6700.

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