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HALFTIME BREAK: ROYAL CARIBBEAN CRUISES TO NEW VACATION SPOT
Published May 22, 1998
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).