Carnival Cruise Lines today unveiled a new advertising campaign that takes a fun, light-hearted approach to promoting the quality and value of “Fun Ship” cruising versus traditional land-based vacations.
Created by the line’s advertising agency, Boston-based Arnold Worldwide, the multi-channel campaign launches December 26, 2011, and blends national and regional executions across TV, out-of-home (billboards) and on-line media. The central theme of the campaign reinforces the notion that everyone deserves a fun, memorable vacation at a great price – and Carnival delivers on this promise with a unique on-board experience at an exceptional value.
The engaging Land vs. Sea campaign pits the carefree fun of a Carnival cruise against the most common land-based vacations such as visiting relatives, camping and going to an amusement park, in a humorous and memorable way.
“The value of a Carnival cruise is clearest when juxtaposed against a land-based vacation and to get our message out in a big way, we used humor and identifiable moments to reach out to the 80 percent of the population who has never taken a cruise,” said Jim Berra, Carnival’s senior vice president and chief marketing officer. “We believe that everyone has the right to an exceptional vacation at a great value, and this campaign will remind Americans that they don’t need to compromise, or break their budgets, in their pursuit of fun,” he added.
The campaign takes into account two vacation trends – consumers’ desire for avoiding the hassles of air travel and finding great value. Research shows that many Americans are curbing expenses by taking vacations that are within driving distance. With a huge array of close-to-home ports and a wide variety of short and longer cruises that fit any budget, Carnival provides the perfect alternative to costly and complicated land-based vacations. The first of the new ads can be viewed here.
“Consumers may be cutting back in some areas, but vacations are still as important as ever and are an integral part of how we recharge and reconnect with friends and family,” said Roger Baldacci, EVP, executive creative director, Arnold Worldwide. “We wanted to convey the message that a Carnival cruise is not only easy and within their reach but is a much better option than a land-based vacation,” he added.
Online videos, digital display and out-of-home (OOH) work round out the campaign and provide additional avenues for reaching cruise rookies. For example, a 3D billboard in Times Square will portray the beauty of a Carnival cruise ship on the Caribbean Sea juxtaposed against the bustle of the city, with the phrase “Cruising From New York.” Other customized OOH elements will be featured in subway cars, atop taxi cabs, on elevators and in prospecting displays.
Throughout the year, the new campaign will also feature digital and branded experiences that leverage Fun Ship 2.0, the line’s recently announced $500 million enhancement program that will dramatically transform Carnival’s on-board guest experience. The initiative includes mouth-watering new dining choices, more exciting bars and lounges, captivating entertainment options and celebrity partnerships with top talent including entertainer George Lopez, who will become Carnival’s creative director for comedy and enhance the cruise line’s fleetwide comedy clubs, and Food Network star Guy Fieri, who has partnered with Carnival to introduce Guy’s Burger Joint, a shipboard dining venue offering a variety of complimentary burgers and hand-cut fries.