Carnival Cruise Line has appointed New York-based Anomaly as its strategic and creative agency of record. Anomaly was awarded the business following a competitive national search.
Anomaly will develop and bring to market an integrated marketing plan and communications strategy designed to continue to take brand awareness to new heights, drive category distinction, and inspire brand love for Carnival Cruise Line in the United States.
“During the review process, we were looking for a digital-first agency that could create breakthrough creative work and inspire our loyal fan base to be a part of the marketing journey in a very competitive marketplace while staying true to the brand values that have made Carnival America’s Cruise Line,” said Kathy Mayor, senior vice president and chief marketing officer for Carnival Cruise Line. “Anomaly demonstrated a strong understanding of our brand and a new way of thinking for the category. We believe the agency is well qualified to bring big, bold ideas that swing for the fences and help us convey the essence of the Carnival Cruise Line brand to both our current guests and cruise rookies.”
“This is a really great opportunity for us,” said Franke Rodriguez, partner and CEO of Anomaly. “A fun brand, a clear business challenge, an ambitious client and an inspiring brief; the perfect combination. We really got a chance to flex both left-brain and right-brain thinking in order to develop a data-driven creative platform for Carnival that feels fresh and new while maintaining what’s made the brand so strong, historically.”
Carnival Cruise Line is the largest brand in the Carnival Corporation portfolio and has 25 ships designed to deliver fun and memorable vacation experiences at a great value. It is one of the largest cruise brands in the world carrying five million guests a year and catering to a wide consumer demographic, appealing to families, couples, singles and seniors. Carnival sails more children and military personnel than any other cruise line. In spring 2018, the 133,500-ton Carnival Horizon will debut as the 26th ship in the fleet.
Anomaly, recently named Advertising Age’s Agency of the Year, was founded in 2004 with the goal of being at the cutting edge of a changed cultural, technological, media and marketing landscape. With seven offices around the globe, the agency boasts a fantastic client roster as well as several internationally awarded joint-ventures and IP projects.