Royal Caribbean appoints DDB Shanghai as advertising agency

Royal Caribbean International has appointed DDB Shanghai as its advertising agency, which will be in charge of the creativity and communication work of the global cruise brand in 2018.The cruise line is excited to have DDB on board, hoping the agency will enhance the brand’s presence and awareness among Chinese voyagers.A representative from Royal Caribbean said, “The DDB Shanghai team demonstrated incisive and accurate consumer insights in their strategic communication and creative proposal for the brand. The team’s outstanding capabilities in integrating both marketing and promotion injected new vitality into our 'Experience' brand positioning.”According to Danny Mok, president and CEO of DDB China Group, the agency will help the line to satisfy the growing demands of high-end brands and products in China. By teaming up with Royal Caribbean, the agency will “launch exciting new creative work which will highlight Royal Caribbean’s unique cruise experience,” said Lawrence Li, managing director of DDB Shanghai.Royal Caribbean opened its first Chinese homeport in Shanghai in 2009. Being in the industry for more than 49 years, the company has a fleet of 24 cruise ships that travel between North, Central and South America, Europe, Asia and Australasia.