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Millennial, Gen-X Media Opps: Royal Caribbean promotes marketing chief amid spend increases (Score 52)

as a market research analyst before working her way up its marketing ranks to NA marketing VP in 2015. Plus, she was named acting CMO when her predecessor Jim Berra left the company last year. She will now handle all global marketing and advertising responsibilities including social media, eCommerce, media, strategy & vision and consumer insight. 

Per iSpot, RC spent around $41.2m on national TV ads YTD after not allocating any budget towards this channel during the same time period of 2021. It spent $64.4m in this channel in Q1 of 2020 before it suspended TV spend during the beginning of the Covid-19 pandemic. This year, it placed ads during programming such as NFL Football, College Football, NBA Basketball, Chicago Fire and The 64th Annual Grammy Awards. 

According to Pathmatics, RC earned 941m impressions YTD through desktop video ads (31%), Facebook ads (26%), desktop display ads (26%), Instagram ads (12%), mobile display ads (4%) and mobile video ads (1%). It placed the majority (92%) of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, cruisecritic.com and twitch.tv. It placed the remainder (9%) through multiple indirect channels onto sites such as cruisecritic.com, tripadvisor.com, yahoo.com, ebay.com and nextdoor.com. It spent approximately $8.9m on digital display ads YTD, more than double the $4.2m spent in this channel during the same time period of 2021. Full-year spend jumped by 70% from $8.8m in 2020 to $15m in 2021. 

Sellers-- RC primarily targets Gen-Xers and millennials. It reaches these demographics through digital display and national TV ads. The company has been aggressively increasing spend since it had to cut marketing costs during the beginning of the pandemic. It also invests in OOH, print, radio and local broadcast TV ads, per Kantar. I see no reason to believe RC will stop increasing spend any time soon, so sellers should reach out to offer ad space to score some of these extra ad dollars.

Agency & martech readers- RC's AOR, Mediahub Global, takes care of creative out of its Rapport Outdoor Worldwide helps out with some media buying and planning. Promoted marketing DMs are not as likely to make changes to their company's agency roster as outside hires. However, this still looks like a great time for you to reach out and pitch your services. RC is not working with any digital or social media shops so you might have the best shot of picking up those services.