Royal Caribbean International hands Zenith Equinox China media account

Equinox will begin working on this account immediately. There is no known incumbent agency working on the account in China.

Malcolm Hanlon, CEO Zenithmedia China, said: "Much of the early stages of communication will be educating Chinese consumers on the joys of cruising, which is a relatively new travel and leisure experience."

“We are targeting an affluent and mature audience. We have not finalised the media strategies as yet, but we have to be very smart in our media recommendation if we are going to promote Royal Caribbean International to the whole of China."

ZenithOptimedia also works on several luxury hotel accounts, including Ritz-Carlton Hotels, Marriott Hotels and Emirates, which are believed to have helped the agency to secure this new account.

This is the fourth major account win by the agency in the past six months. Other wins include Mars, Red Bull, Perfetti Van Melle and The Creative Life (TCL) Corporation in Guangzhou.