The Fun Ships are embracing their status once again.
Carnival Cruise Line and its new ad agency Anomaly recently introduced the brand's "Choose Fun" campaign, encouraging passengers to be themselves, embrace positivity and have fun with others, onboard and ashore.
The approach is a result of research conducted by the agency that indicated Carnival's brand, guests and crew consider fun to be a choice.
"As America's Cruise Line, Carnival has always delivered on our brand promise of fun, memorable vacations at a great value," said Carnival's President Christine Duffy, in a press release. "This new campaign promises to be an irresistible invitation for prospects to rethink their beliefs about cruising and consider Carnival as their next vacation."
To entice those who have never cruised before, Anomaly associated shoreside vacation activities with the same ones available on Carnival ships.
The campaign consists of two components including long-form and short-form content. Extended testimonials feature once-reluctant first-time cruisers who came to find joy in the experience. In the commercial spots, guests humorously share their thoughts while riding a water slide, posing for photos and even while having a family chat underwater as can be seen here: "Stacy Tracy," "Insta-worthy" and "Excursions."
Briefer six-second video clips will target specific viewer preferences and various websites for personalized marketing. Subjects will include taking a spin on the SkyRide, partaking in a Cloud 9 Spa massage, engaging in a Lip Sync Battle, enjoying the Punchliner Comedy Club, munching on Guy's Burger Joint grill items and adventuring ashore.
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Carnival's Senior Vice President and Chief Marketing Officer Kathy Mayor added, in the release, "We believe Choose Fun is a bumper sticker Carnival guests would proudly identify with - a rallying cry that inspires those who have never cruised to give it a try. After all, when given a choice between more fun or less fun, who wouldn't choose more fun?"
Altogether, the "Choose Fun" campaign will air digitally via paid social and modular online videos on Amazon Video, Hulu, Roku and Vevo, as well as television in the Atlanta, Houston Dallas and LA markets during events such as the GRAMMY's Red Carpet and NFL Playoff Games. Additionally in these regions, text-only communications will be largely placed.
"We couldn't be prouder of this work and new partnership," said Franke Rodriguez, Partner and CEO of Anomaly. in the release. "With Choose Fun, Carnival is poised to disrupt the cruise category, launch an innovative go-to-market model, and connect with a new wave of cruisers who share the values of this amazing brand."
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The new commercials definitely tickle the funny bone in a creative way that has not been seen before. The testimonials could easily expand to other cruise experiences in the future, ensuring the campaign has lasting applications.
I could also see it applied to experiences even more specific to Carnival like onboard IMAX theaters. Imagine playing up the idea of a guest so excited about their cinema-going experience at sea that they just have to talk about it while being shushed by fellow movie watchers. The scene could then transition to them apologizing and sharing popcorn or candy with them as consolation.
In my mind, the "Choose Fun" campaign is only beginning, and I can't wait to see more.
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