Carnival Cruise Lines, the world’s largest cruise operator, has selected Arnold and MPG to oversee its comprehensive advertising programs, including all print, broadcast, design, direct marketing and digital media.
Arnold/MPG was selected from a field of 13 of the country’s best-known advertising agencies following a three-month agency review process conducted by Carnival and assisted by New York-based Ark Advisors.
“Carnival has a number of exciting projects in the works right now and Arnold presented some highly creative and innovative ideas that truly captured the essence of our brand,” said Ruben Rodriguez, Carnival’s executive vice president of marketing and guest experience. “We can’t wait to give them the opportunity to showcase their team’s talent and highlight the uniqueness of the ‘Fun Ship’ vacation experience to consumers and travel agents alike,” he added.
“We love this category, and we are really proud to have the opportunity to work with the market leader,” said Pam Hamlin, president of Arnold Boston.
As Carnival’s new agency of record, Arnold will work closely with the cruise line’s advertising and marketing professionals in developing new consumer and trade advertising, marketing and collateral materials, as well as various e-marketing initiatives.
Carnival is the largest and most popular cruise line in the world, with 22 “Fun Ships” operating three- to 18-day voyages to the Caribbean, Bahamas, Mexican Riviera, Alaska, Hawaii, Panama Canal, Canada/New England, Europe, South America and Bermuda. The line currently has three new ships scheduled for delivery between now and 2011. The first of those, the 113,300-ton Carnival Splendor, is slated to debut in Europe July 2, 2008.
Carnival Cruise Lines is the flagship company of Carnival Corporation & plc (NYSE/LSE: CCL; NYSE: CUK), the world’s largest cruise vacation group operating a diverse portfolio of worldwide brands. Carnival Corporation & plc is traded on both the New York and London Stock Exchanges.