Carnival Corporation unveils multi-brand initiative
Carnival Corporation has launched its first-ever multi-brand marketing initiative incorporating all nine of its global brands with television, digital, social and contest elements.
As part of the program, Carnival Corporation invites consumers to review and vote for their favourite ideas for six possible TV commercials – with a chance to win a cruise a year for life.
The campaign targets consumers who are new to cruising with insight on why cruising is an extraordinary vacation at an exceptional value with a goal to drive increased awareness, consideration and demand for cruising.
“We are excited about inviting people to help our marketing team choose from six ideas by providing input and voting on their favourite concept,” said Arnold Donald, chief executive of Carnival Corporation.
“I think some of the concepts are really good and, well, some are awful, but what matters most is what our future guests think.”
The goal of the marketing program is to help inspire consumers to consider cruising as one of their top options when planning vacations – and, ultimately, to grow demand for cruising.
Program elements are designed to educate consumers and especially non-cruisers on why cruising is a great vacation experience at an exceptional value.
The initiative also helps consumers understand how contemporary cruising has evolved with the nine brands of Carnival Corporation offering the right cruise experience for everyone and how common myths about cruising are untrue.
The campaign also encourages consumers to consult a travel agent as a valuable resource for planning a cruise vacation.
“This is the first time we’ve brought all nine of our brands together in a marketing effort of this magnitude, and our goal is to show people why there is no better vacation than a cruise vacation, and at a value that land-based vacations can’t match,” said Ken Jones, vice president of corporate marketing for Carnival Corporation.
“We also want to show people that many of the myths about cruising are simply not true.
“We are looking forward to hearing what people think and to giving one lucky person a great prize – a cruise a year for life.”
Carnival Corporation and BBDO-Atlanta developed the marketing initiative.
In addition to the marketing challenge and Twitter contest, the program includes two additional elements aimed at growing awareness, consideration and demand for cruising among consumers.