As previewed last week by CEO Arnold Donald, Carnival Corp. officially launched a national multi-brand marketing initiative to promote its nine cruise brands on TV, the Internet and social media.
Carnival is luring consumers in by offering a chance to win a free cruise every year for life. But the line also wants their opinions on cruising and asks them to vote for their favorite of six possible TV commercials.
The campaign also invites past cruisers to tell others on Twitter what they like about seagoing vacations. Users tweeting @CarnivalPLC with the hashtag #LoveCruising will be eligible for free cruises as prizes, with one individual selected at random to receive 100 days of cruising.
The marketing initiative is designed to attract more travelers who have never taken a cruise by highlighting the value and debunking misconceptions. The hub of the campaign - which does encourage consulting with a travel agent - is at www.WorldsLeadingCruiseLines.com.
"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 Corp. "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."
A fun aspect of the campaign is an online quiz to help first-timers determine their "Cruise-A-Nality" - or cruise personality. The interactive tool asks six questions to pinpoint from 30 personas, and then find out which Carnival Corp. brand is the best match.
The six possible TV commercials focus on the following concepts:
- "Unicorn": Unicorns missed Noah's boat; false preconceived notions about cruising held them back.
- "Cruise Virgin": These people tell consumers about their first time - which they will never forget.
- "No Robots": Carnival's cruise ships are free of hassles and obstacles like evil robots.
- "Message in a Bottle": Fairytale moments of cruising from each of Carnival Corp.'s nine brands are in a message in a bottle.
- "Getaway": Cruising give guests the chance to get away from all the stresses of life.
- "Mystery Spot": This idea contains an undisclosed surprise that's as big as the ocean.
Carnival Corp. brands are Carnival Cruise Lines, Cunard, Holland America Line, Princess Cruises and Seabourn in the U.S.; AIDA Cruises in Germany; Costa Cruises in Italy; and P&O Cruises (Australia) and P&O Cruises (United Kingdom). They operate 101 ships totaling 214,000 lower berths.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
