Carnival launches multi-brand campaign
For the first time Carnival Corp. is embarking on an integrated marketing campaign featuring all nine of its cruise brands.
Notably, consumers are being invited to get involved for the chance to win a cruise a year for life.
The multimillion dollar campaign will begin November 24 across digital and social media platforms.
All the company’s cruise brands will be included – Carnival Cruises Lines, Princess Cruises, Holland America Line, Seabourn, Cunard, Costa Cruises, AIDA Cruises, P&O Cruises (Australia) and P&O Cruises (UK).
"We’ve never before communicated about our nine brands in any kind of organized fashion," said Carnival CEO Arnold Donald.
The aim primarily is to encourage demand in the new-to-cruise market and to dispel the myths associated with big ship cruising.
"We hope it will help us to inspire people to go on cruises and we hope to grow demand for cruising across the spectrum of cruises," Donald said.
Consumers are invited to choose a favorite TV ad from a shortlist with the opportunity to win a cruise for life.
A Twitter contest will also be launched asking consumers to share cruising stories for a chance to win prizes.
The campaign will be focused around revamped website WorldLeadingCruiseLines.com which will detail information about each Carnival cruise brand and a ‘cruise-a-nality’ tool – designed for new cruisers to determine which brand best fits their personality.
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