Carnival Cruise Lines and New Line Cinema have teamed up for a one-of-a-kind marketing partnership on Hairspray, one of the summer’s most anticipated films. The partnership includes Hairspray-themed programming and prize giveaways aboard Carnival’s fleet of 22 “Fun Ships,” a special prize promotion, and an exclusive Hairspray movie trailer and behind-the-scenes footage viewable only at www.carnival.com/hairspray. The partnership marks the first time Carnival has been involved in a major motion picture promotion, and is expected to reach millions of consumers in the month of July alone.
“Hairspray and Carnival Cruise Lines both strive to offer a fun, highly entertaining and truly memorable experience for our respective audiences,” said Bob Dickinson, president and CEO of Carnival Cruise Lines. “This partnership provides Carnival with a special opportunity to enhance our guests’ vacations by offering some unique shipboard events tied into a fantastic movie that, just like our cruise line, is geared toward families.”
Lance Still, New Line Cinema’s executive vice president of national promotions, added, “Carnival is a perfect promotional partner for us on this film because their cruise line gives us the opportunity to reach a large audience and create a fun promotion that matches the tone of the film.”
Hairspray features an all-star cast including John Travolta, Queen Latifah, Michelle Pfeiffer, Christopher Walken, Amanda Bynes, Allison Janney, Brittany Snow, Zac Efron, Elijah Kelley and newcomer Nikki Blonsky in the lead role. To help jumpstart the buzz, the partnership will kick off June 15 with the debut of a special Hairspray movie trailer and behind-the-scenes footage from the making of the film exclusively at www.carnival.com/hairspray.
Also, consumers who book a Carnival Cruise Lines vacation between June 15 and July 31, 2007 will be automatically entered into a drawing to win an all-expense-paid trip for four to New York City to see the Hairspray musical on Broadway and receive complimentary make-up and wardrobe makeovers. Consumers may also enter to win without purchase. To enter the contest or to view the official contest rules, visit www.carnival.com/hairspray.
A national print advertising campaign promoting the partnership and prize giveaway will launch in mid-June in several consumer magazines, including People, Oprah, More, InStyle and Women’s Health.
Throughout the month of July, guests sailing on Carnival Cruise Lines’ “Fun Ships” will have the opportunity to participate in a variety of Hairspray-themed activities including “Hair-aoke,” a take-off on the popular karaoke sing-along craze, incorporating songs from the movie and the 1960s, and a “Hairspray Hop” theme party within the cruise line’s popular teen program. Participants will receive a variety of Hairspray-themed prize giveaways, including cameras, movie tickets, posters, tank tops, lip balm and other items. Hairspray Dance Lessons will also be offered, providing guests the opportunity to learn dance moves performed by the characters in the movie.
Carnival guests will also be privy to a special 30-minute DVD airing on the cruise ships’ in-cabin TVs that shows movie clips and behind-the-scenes highlights.
About Carnival Cruise Lines
Carnival Cruise Lines, a unit of Carnival Corporation & plc (NYSE/LSE: CCL; NYSE: CUK), is the largest and most popular cruise line in the world, with 22 “Fun Ships” operating voyages ranging from three to 16 days in length to The Bahamas, Caribbean, Mexico, Alaska, Hawaii, New England, Canada, Bermuda, Europe and the Greek Isles. The line currently has three new ships on order – the 113,300-ton Carnival Splendor, set to debut in Europe July 13, 2008; and the 130,000-ton Carnival Dream and Carnival Magic, scheduled for delivery in October 2009 and June 2011, respectively.
For additional information on Carnival’s “Fun Ship” vacations, contact any travel agent, call 1-800-CARNIVAL or visit carnival.com.
About New Line Cinema
Celebrating its 40th anniversary year, New Line Cinema is the most successful independent film company in the world. Its mission is to produce innovative, popular and profitable entertainment in the best creative environment. In addition to the production, marketing and distribution of theatrical motion pictures, the fully-integrated studio has divisions devoted to home entertainment, television, music, theater, merchandising and an international unit. In 2005, New Line partnered with HBO to form Picturehouse, a new theatrical distribution company to release independent films. A pioneer in franchise filmmaking, New Line’s Oscar-winning The Lord of the Rings trilogy is one of the most successful film franchises in history. New Line is a division of Time Warner, Inc. (TWX).