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Carnival unveils gift-giving agent marketing tool
Carnival Cruise Lines unveiled a direct mail package that can be sent by travel agents to clients encouraging them to purchase “Fun Ship” cruises as holiday gifts.
The cruise line says the new effort is in the wake of a highly successful effort last year.
“Last year’s campaign proved to be very effective at reinforcing the Carnival brand during the holiday season. This year, we’re adding a new approach,” said Vicki Freed, vice president of sales and marketing.
The new campaign is designed in a “turnkey” style. After receiving the packages, travel agents simply readdress the gift boxes to their client list.
Other promotional venues will include bookcc.com, Currents Magazine, the cruise line’s in-house publication mailed to travel agents in the US and Canada, and eCurrents, an electronic version of the publication.
The holiday gift-giving concept which started this month will also be incorporated into a variety of collateral materials, including posters, post cards and ad slicks.
Report by David Wilkening
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