Carnival Corp. will advertise during Super Bowl XLIX for the first time as part of its newly launched multi-brand marketing campaign.
"It’s the world’s largest marketing stage and we believe we have the right story to tell. The Super Bowl is the perfect platform to tell people that we have these nine brands," said Ken Jones, vice president of group marketing at Carnival Corp.
For the Superbowl ad, Carnival has released four different options offering consumers the chance to vote for their favorite ad, which will then be aired during the big game.
There is a big incentive for consumers to cast their vote – one lucky voter will be chosen and awarded a free annual cruise for life.
It is the first time Carnival Corp. has embarked on a strategy to market all nine of its brands together, and is making a concerted play for the new-to-cruise market.
"We wanted to present a disruptive picture of cruising. There’s not a Hawaiian shirt or pina colada within 1,000 miles," said Wil Boudreau, chief creative officer at BBDO, the creative agency behind the ad campaign.
