Miami-based Celebrity Cruises – hit, like other travel and tourism firms, by a decline in demand since September 11 – is to review its entire $20–$30 million marketing business before the end of the year. Agencies will be contacted later this month.
WestWayne in Miami, which handles advertising and direct marketing, will defend, declared the shop’s president Jeff Johnson. “Celebrity wants to take a look at all the available marketing resources, from direct to public relations, media-buying to interactive. A consolidation may be in the works.”
Media duties are currently serviced by The Media Edge in New York, while Minneapolis-based Yamamoto Moss handles interactive work.
Thought to be the work of Celebrity’s senior vp–finance Ares Michaelides, the review will, say insiders, seek shops with strong direct marketing credentials.
News source: Adweek.com