Carnival Launch World’s Leading Cruise Lines Site.

12th Sep 2001

(GLG), a leader in strategy, branding, and creative services has announced the launch of a new and highly interactive Web site for Miami-based Carnival Corporation under their multi-cruise-line brand name, World`s Leading Cruise Lines.

The site will mean that the company will be able to present its six diverse cruising brands—Holland America, Cunard, Seabourn, Carnival, Costa, and Windstar—in a unique one-stop manner, giving visitors a taste of the wide range of cruising experiences available. GLG created an innovative “concierge” function for the World`s Leading Cruise Lines site that automatically leads visitors through a series of questions about their cruise plans, ranging from budgets to recreation, and then recommends the cruise lines best suited to the vacation they have in mind.

“The challenge in building this Web site was to combine the six global cruise brands in a way that effectively represented each, yet still featured as an enjoyable destination site in itself” said Tim Garrigan, GLG co-principal. “Using a variety of powerful Web tools, such as Macromedia Flash, our development team was able to creatively build a site capturing the essence and ambience of the cruise experiences available through each of the six World`s Leading Cruise Lines.”

The site is an essential component in the Company`s fall marketing plans. “This answers one of our strategic objectives,” said Jack Anderson, executive director, World`s Leading Cruise Lines. “It`s one place where consumers can learn about the six World`s Leading Cruise Lines and all their various features, services, amenities, and destinations to help determine which vacation style is right for their next vacation.” He added that the real objective is to provide sufficient education about the different styles and brands in one location. The Web site then leads visitors to the individual cruise line sites, where much more detailed information is available. The project is poised to help the World`s Leading Cruise Lines get the most out of their global brands and the interaction between them—a key goal of the GLG team from the outset. “The project management GLG provided excelled in communication, opportunities, and suggestions,” Anderson said. “The project team really got it—what World`s Leading Cruise Lines is, the six brands, and how we promote them. They grasped what we were trying to accomplish in this and in our overall marketing communication and branding strategy, which made the entire process easier.” The site is a core component of a fall co-promotion between American Express, the parent company, and the six cruise lines, comprising advertising and incentives in major Web sites, newspapers, and magazines.

The Garrigan Lyman Group is a world-class provider of marketing strategy, brand development, and creative services. Using a full spectrum of strategic and creative services tailored to the unique needs of a variety of corporate clients, GLG provides a technology-savvy team with a knack for telling a great story and a culture dedicated to customer success inspired by collaboration and integrity. Headquartered in Seattle, GLG also has offices in New York and San Francisco, as well as affiliations with firms in Asia, North America, Latin America, and Europe.






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