SBD/22/Sponsorships Advertising Marketing

HALFTIME BREAK: ROYAL CARIBBEAN CRUISES TO NEW VACATION SPOT

          FL-based Royal Caribbean Cruises will not return as
     sponsor of the Super Bowl XXXIII halftime show at Pro Player
     Stadium January 31, 1999, according to Tom Stieghorst of the
     Fort Lauderdale SUN-SENTINEL.  Royal Caribbean, which spent
     $5M to host the halftime event last year, said it "would
     rather spend the money elsewhere."  Royal Caribbean Int'l
     President Jack Williams said the money was "well spent," but
     not two years in a row: "We spent a pretty good percentage
     of our marketing budget on it.  This year we're going to do
     some different things."  Stieghorst reports that Royal
     Caribbean spent $62.5M on advertising in '97, and the Super
     Bowl show "ate up 8 percent" (SUN-SENTINEL, 5/22). 
     BRANDWEEK's Terry Lefton also notes that Royal Caribbean
     dropped its sponsorship but says with the Super Bowl in the
     cruise line's "home port" of Miami, "look for some locally
     based marketing activity" (BRANDWEEK, 5/18 issue). 

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