Published on : Tuesday, January 9, 2018
Anomaly, the newly appointed ad agency by Carnival Cruise Line discovered that the Carnival brand, guests and crew all share the common belief that fun is a choice and whether on board or ashore, after a thorough research.
The vacationers with Carnival choose to be their truest self, embrace positivism and have fun with others hence the launch of the new brand campaign called ‘Choose Fun’.
Carnival offers an array of onboard attractions and experiences so Anomaly created a campaign to connect the same activities that vacationers enjoy on land with those offered on board on a one-to-one personalized level.
The campaign is driven by these consumer insights and is designed to attract those who have never cruised, but share the same values and passions.
Carnival’s President Christine Duffy said that Carnival has always delivered on the brand promise of fun, memorable vacations at a great value.
The new campaign will be an irresistible invitation for prospects to rethink their beliefs about cruising and consider Carnival as their next vacation.
The campaign will be launched with two distinctly different sets of advertising.
The first, longer-length testimonials will depict first-time cruisers who were initially reluctant to set sail but were liberated on a Carnival cruise, making the vacation more fun and memorable.
The testimonials were viewed in unexpected situations such as sliding down a water slide, posing for photos and even conversing with family members under water.
There will be six-second video snippets customized to match content on various websites and viewer preferences delivering the ultimate one-to-one marketing.
Kathy Mayor, Carnival’s Senior Vice President and Chief Marketing Officer said that he believes Choose Fun is a bumper sticker Carnival guests would proudly identify with.