Carnival Cruise Lines debuts a new integrated national ad campaign Jan. 6. The spots will run during the Winter Olympic Games, in which the company is the exclusive cruise line advertiser.
Included are TV, radio, out-of-home, email/direct marketing and online ads on sites like Yahoo, NYTimes.com and Nick Jr.
Three new TV spots, produced by Arnold Worldwide, retain the brand's existing "Fun for all. All for fun" tagline. Each spot features the song "Bang the Drum" by Todd Rundgren.
"While we've used well-known songs in past campaigns, 'Bang the Drum' is distinctive in that it captures the energy and spirit of the Carnival experience," Jim Berra, chief marketing officer for Carnival Cruise Lines, tells Marketing Daily. "'Bang the Drum' is a rallying cry to consumers to take that hard-earned vacation time and spend it with friends and family."
The spots will air on ABC, CBS and NBC in a wide variety of programming such as "Today Show," "Good Morning America," "The Office," "Modern Family," "NCIS: LA" and "The Mentalist." They will also run throughout the 17 days of the Olympic broadcast period on the NBC, MSNBC, CNBC and USA networks. Carnival will also be the exclusive sponsor of the athletes' section on NBCOlympics.com, featuring custom videos of the Olympic competitors. The spots will continue to air after the Olympics.
"February is one of the top months for cruise reservations, and the Olympics is one of the most highly anticipated and watched events on television, especially in terms of family viewing," Berra says. "We hope to capture the attention of consumers while they are enjoying the excitement and spirit of the Olympic Games and entice them to consider a Carnival cruise vacation for their own fun adventure."
This will be Carnival's first time advertising in the Olympics. Miami-based Carnival also has a partnership with the Miami Heat at American Airlines Arena.
The first TV spot showcases the fun of a Carnival cruise through the eyes of a teenager who watches as her father leaves his email, computer and cell phone behind and immerses himself in cruise activities. Another spot captures the moment of transformation that happens to a Carnival guest when they cross the bridge from land to sea, leaving the everyday worries and routine of today back onshore. The third spot focuses on the "one-armed photo" -- that photo everyone wants to be in, so someone ends up holding the camera with one arm while posing with the group.