Carnival Cruise Lines Debuts New 'Moments That Matter' National Marketing
Ads Feature Authentic Photos and Videos Provided by Carnival's Guests
MIAMI, Sept. 19, 2013
MIAMI, Sept. 19, 2013 /PRNewswire/ -- Carnival Cruise Lines is launching a new
national advertising campaign next week that features the unforgettable and
memorable vacation moments experienced every day by the cruise line's millions
of guests, as captured through their own lenses. The "Moments That Matter"
campaign includes thousands of real vacation photos and videos from past
Carnival cruisers, collected through social media.
When Carnival put out the call, past guests submitted more than 30,000 pieces
of "cruiser generated content," ranging from small moments like lounging
poolside to larger-than-life moments like marriage proposals, each reflecting
people's most treasured vacation memories.
"For more than 41 years, Carnival has been creating the backdrop for lasting
vacation memories for more than 60 million guests and we know there is no one
more qualified than them to tell the authentic story of what a Carnival cruise
is truly like," said Jim Berra, chief marketing officer for Carnival Cruise
Lines. "This campaign features real guests of all backgrounds and ages having
fun and making great memories together."
"We found those looking to book a cruise are much more likely to listen to
recommendations from previous cruisers. There's a level of trust there that
can't be fabricated," said Pete Johnson, executive creative director, creative
lead, Arnold Worldwide, Boston, which developed the campaign in partnership
with Carnival. "That's one of the reasons we decided to showcase meaningful
moments experienced by past guests in the creative. It's a way to create a
real representation of the memories that can be made while cruising with
The campaign is part of a fall marketing push by Carnival Cruise Lines to
stimulate consumer interest in the brand. More than $25 million in total will
be invested across broadcast, radio, digital and direct mail between September
and December 2013, and, while that does not represent the brand's total annual
advertising spend, it is substantially higher than what the company normally
invests during the fall time period. The campaign will continue during first
quarter 2014, which is a critical reservations period for the cruise industry
known as "wave season." Within the call-to-action at the end of the spot,
consumers are encouraged to contact their travel professional, part of the
line's ongoing effort to drive more traffic to its travel agent partners.
The new TV spots will debut on Monday, September 23, 2013, and will air on
major primetime network shows including, How I Met Your Mother, Parks and
Recreation, Big Bang Theory and The Voice, leading cable networks including
Bravo, TNT, TLC, ABC Family, TBS and Food Network and online on Yahoo! and
YouTube. The new TV spot can be viewed here.
About Carnival Cruise Lines
Carnival, a unit of Carnival Corporation & plc (NYSE/LSE: CCL; NYSE: CUK), is
"The World's Most Popular Cruise Line®" with 24 ships operating three- to
16-day voyages to The Bahamas, Caribbean, Mexican Riviera, Alaska, Hawaii,
Canada, New England, Europe, Panama Canal, New Zealand, the Pacific Islands,
Norway, the Baltic and the British Isles. The company's 25^th ship, the
135,000-ton Carnival Vista, is scheduled to enter service in 2016.
Carnival is a proud member of World's Leading Cruise Lines. Our exclusive
alliance also includes Cunard, Holland America Line, Princess Cruises, Costa
Cruises and Seabourn. Sharing a passion to please each guest and a commitment
to quality and value, World's Leading Cruise Lines inspires people to discover
their best vacation experience. Together, we offer a variety of exciting and
enriching cruise vacations to the world's most desirable destinations. Visit
us at www.worldleadingcruiselines.com
SOURCE Carnival Cruise Lines
Contact: Jennifer de la Cruz/Vance Gulliksen, 1-800-438-6744 or 305/599-2600,
ext. 16000, firstname.lastname@example.org
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