Carnival's New Ad Campaign!
Ray Goldenberg
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Ray
LIGHTHOUSE TRAVEL
800-719-9917 or 805-566-3905
http://www.lighthousetravel.com
CARNIVAL TO LAUNCH NEW MULTIMILLION-DOLLAR AD CAMPAIGN DESIGNED TO
CONVEY PRODUCT ENHANCEMENTS
Campaign Represents Largest Ad Buy in Company's History, Includes
First Extensive Consumer Magazine Placements
MIAMI (Dec. 6, 2004) -- Carnival Cruise Lines, the world's largest
cruise operator, will launch a new multimillion-dollar broadcast and
print advertising campaign designed to communicate the significant
elevation in product quality aboard the “Fun Ships” in recent years.
The campaign – the largest ad buy in the company’s history – depicts
the Carnival vacation experience of today, which is the result of a
multiyear program of comprehensive product enhancements and upgrades.
Four different television commercials, as well as the company’s first
extensive consumer magazine placements, will appear in a wide variety
of media outlets beginning Jan. 3, 2005.
Tagged “There Are A Million Ways to Have Fun,” the wide-ranging
advertising initiative was created by Carnival’s ad agency, Coral
Gables, Fla.-based Cooper DDB.
According to Carnival President and CEO Bob Dickinson, the
new campaign is a dramatic departure from previous advertising
efforts, conceived to communicate the ongoing evolution of the “Fun
Ship” product, while maintaining the line’s core brand promise of
“fun.”
“Our research shows those who have vacationed with Carnival in recent
years have a vastly different perception than those who either haven’t
sailed with us in awhile or have never vacationed aboard the ‘Fun
Ships,’” Dickinson said. “We’ve enhanced virtually every aspect of the
Carnival cruise experience, from dining, entertainment and service
standards to on-board programming, shore excursions and in-cabin
amenities. This campaign reflects the high quality level of ‘Today’s
Carnival,’” Dickinson added.
The TV campaign consists of four different commercials – “couple,”
“family” and two versions of an “active couple” spot – all set to the
classic tune “Beyond the Sea,” made famous by recording artist Bobby
Darin.
Each spot features guests enjoying various aspects of a “Fun Ship”
cruise – dining, spa, shore excursions, service, entertainment and
other on-board activities.
The “family” spot, for instance, depicts parents relaxing in a
whirlpool, the kids sliding down Carnival’s identifiable corkscrew
waterslide and the entire family frolicking with dolphins during a
shore excursion. The “active couple” spot shows a husband and wife
running laps on the jogging track, working out in the gym and
traversing the Jamaican countryside on elevated cables as part of an
adventurous canopy tour.
The spots also include signature Carnival features such as the line’s
popular “towel animals,” reservation-only supper clubs, considered the
finest alternative dining option at sea, and lively wait staff dining
room performances.
“The new TV spots are definitely more contemporary, with a softer
focus and longer shots of the subjects, all designed to communicate
the higher caliber of Carnival’s product,” Dickinson said.
More than 6,400 spots are expected to air over the course of 2005 and
will appear on top-rated network shows such as 24, The West Wing,
Gilmore Girls, Law & Order, The O.C., and Amazing Race, as well a
variety of cable channels, including A&E, The Discovery Channel, TNT,
HGTV, Bravo, The Travel Channel, VH1, Fine Living and Food Network.
The new print ads feature a large image of a Carnival “Fun Ship” set
against a sunset background, done in a mosaic style made up of
thousands of tiny images of different aspects of a “Fun Ship” cruise.
The end result is a series of dramatic, colorful ads that resemble
Impressionist-style paintings.
Each ad also has an inset photo that is tied to a particular theme –
cuisine, service, family cruising, etc. – which can be used to market
to a specific publication or audience.
The print ads will appear in high-end, high-circulation consumer
magazines such as Oprah, Real Simple, More, Food & Wine, Travel &
Leisure, Cooking Light, Condé Nast Traveler, Vanity Fair, and People.
The new print campaign design will be incorporated into Carnival’s
various collateral materials which will feature the mosaic style.
Carnival, a unit of Carnival Corporation & plc (NYSE/LSE: CCL; NYSE:
CUK), is the largest and most popular cruise line in the world, with
20 “Fun Ships” operating voyages ranging from three to 16 days in
length to The Bahamas, Caribbean, Mexican Riviera, Alaska, Hawaii, the
Panama Canal, Canada, New England and Europe.
The line currently has two new 110,000-ton SuperLiners – Carnival
Liberty and Carnival Freedom – with a collective value of
approximately $1 billion scheduled to enter service between now and
spring 2007.
For additional information and reservations on Carnival’s “Fun Ship”
vacations, contact any travel agent.
Carnival Cruise Lines is a proud member of the exclusive World’s
Leading Cruise Lines. Our exclusive alliance also includes Holland
America Line, Princess Cruises, Cunard Line, Costa Cruises, Windstar
Cruises and The Yachts of Seabourn. Sharing a passion to please each
guest, and a commitment to quality and value, our member lines appeal
to a wide range of lifestyles and budgets. Together, we offer
exciting and enriching cruise vacations to the world’s most desirable
destinations.