Celebrity Cruise Lines, a subsidiary of Royal Caribbean Cruises has selected Interpublic’s Mediahub as its new media agency for the North American region, the client confirmed Friday.

The incumbent was Media Storm, part of Dentsu.

In effect the win marks an expanded remit for Mediahub, which won North America media duties for parent Royal Caribbean in 2015.

Celebrity Cruises has been ramping up spending of late as the cruise industry continues to recover from an extreme slowdown during the pandemic. U.S. spending from July 2021 to June 2022 was nearly $40 million, according to agency research firm COMvergence. That compares to just $17 million for full-year 2021.

Last September Celebrity launched what it called its largest global ad campaign ever, a multimillion-dollar effort called “Journey Safe, Journey Wonderfull.” [Sic] 

The campaign encouraged everyone to “reawaken their wanderlust and reconnect with the people and the world around them.”