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Carnival's New Ad Campaign!
Hi Everyone,
I received this press release from Carnival and thought it would be of interest. If you have missed any of my news' postings, they are available on my web site. Best regards, Ray LIGHTHOUSE TRAVEL 800-719-9917 or 805-566-3905 http://www.lighthousetravel.com CARNIVAL TO LAUNCH NEW MULTIMILLION-DOLLAR AD CAMPAIGN DESIGNED TO CONVEY PRODUCT ENHANCEMENTS Campaign Represents Largest Ad Buy in Company's History, Includes First Extensive Consumer Magazine Placements MIAMI (Dec. 6, 2004) -- Carnival Cruise Lines, the world's largest cruise operator, will launch a new multimillion-dollar broadcast and print advertising campaign designed to communicate the significant elevation in product quality aboard the “Fun Ships” in recent years. The campaign – the largest ad buy in the company’s history – depicts the Carnival vacation experience of today, which is the result of a multiyear program of comprehensive product enhancements and upgrades. Four different television commercials, as well as the company’s first extensive consumer magazine placements, will appear in a wide variety of media outlets beginning Jan. 3, 2005. Tagged “There Are A Million Ways to Have Fun,” the wide-ranging advertising initiative was created by Carnival’s ad agency, Coral Gables, Fla.-based Cooper DDB. According to Carnival President and CEO Bob Dickinson, the new campaign is a dramatic departure from previous advertising efforts, conceived to communicate the ongoing evolution of the “Fun Ship” product, while maintaining the line’s core brand promise of “fun.” “Our research shows those who have vacationed with Carnival in recent years have a vastly different perception than those who either haven’t sailed with us in awhile or have never vacationed aboard the ‘Fun Ships,’” Dickinson said. “We’ve enhanced virtually every aspect of the Carnival cruise experience, from dining, entertainment and service standards to on-board programming, shore excursions and in-cabin amenities. This campaign reflects the high quality level of ‘Today’s Carnival,’” Dickinson added. The TV campaign consists of four different commercials – “couple,” “family” and two versions of an “active couple” spot – all set to the classic tune “Beyond the Sea,” made famous by recording artist Bobby Darin. Each spot features guests enjoying various aspects of a “Fun Ship” cruise – dining, spa, shore excursions, service, entertainment and other on-board activities. The “family” spot, for instance, depicts parents relaxing in a whirlpool, the kids sliding down Carnival’s identifiable corkscrew waterslide and the entire family frolicking with dolphins during a shore excursion. The “active couple” spot shows a husband and wife running laps on the jogging track, working out in the gym and traversing the Jamaican countryside on elevated cables as part of an adventurous canopy tour. The spots also include signature Carnival features such as the line’s popular “towel animals,” reservation-only supper clubs, considered the finest alternative dining option at sea, and lively wait staff dining room performances. “The new TV spots are definitely more contemporary, with a softer focus and longer shots of the subjects, all designed to communicate the higher caliber of Carnival’s product,” Dickinson said. More than 6,400 spots are expected to air over the course of 2005 and will appear on top-rated network shows such as 24, The West Wing, Gilmore Girls, Law & Order, The O.C., and Amazing Race, as well a variety of cable channels, including A&E, The Discovery Channel, TNT, HGTV, Bravo, The Travel Channel, VH1, Fine Living and Food Network. The new print ads feature a large image of a Carnival “Fun Ship” set against a sunset background, done in a mosaic style made up of thousands of tiny images of different aspects of a “Fun Ship” cruise. The end result is a series of dramatic, colorful ads that resemble Impressionist-style paintings. Each ad also has an inset photo that is tied to a particular theme – cuisine, service, family cruising, etc. – which can be used to market to a specific publication or audience. The print ads will appear in high-end, high-circulation consumer magazines such as Oprah, Real Simple, More, Food & Wine, Travel & Leisure, Cooking Light, Condé Nast Traveler, Vanity Fair, and People. The new print campaign design will be incorporated into Carnival’s various collateral materials which will feature the mosaic style. Carnival, a unit of Carnival Corporation & plc (NYSE/LSE: CCL; NYSE: CUK), is the largest and most popular cruise line in the world, with 20 “Fun Ships” operating voyages ranging from three to 16 days in length to The Bahamas, Caribbean, Mexican Riviera, Alaska, Hawaii, the Panama Canal, Canada, New England and Europe. The line currently has two new 110,000-ton SuperLiners – Carnival Liberty and Carnival Freedom – with a collective value of approximately $1 billion scheduled to enter service between now and spring 2007. For additional information and reservations on Carnival’s “Fun Ship” vacations, contact any travel agent. Carnival Cruise Lines is a proud member of the exclusive World’s Leading Cruise Lines. Our exclusive alliance also includes Holland America Line, Princess Cruises, Cunard Line, Costa Cruises, Windstar Cruises and The Yachts of Seabourn. Sharing a passion to please each guest, and a commitment to quality and value, our member lines appeal to a wide range of lifestyles and budgets. Together, we offer exciting and enriching cruise vacations to the world’s most desirable destinations. |
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