Carnival Cruise Lines is launching a new campaign with the theme "Hey America, Didja Ever?," which is meant to inspire people to try new things -- such as taking a cruise.
The Miami-based cruise line will help people share, fulfill and celebrate first-time experiences throughout the year, driven by the "Didja Ever" campaign headquarters on Carnival's Facebook page (www.facebook.com/carnival) and promoted through interactive, broadcast, online, social media and local marketing efforts.
According to a consumer survey commissioned by Carnival earlier this month, nine out of 10 adults have a list of things they wish to accomplish in their lifetime. Carnival is collecting the Top 100 Firsts from its more than 420,000 Facebook fans. The company is encouraging people to check things off their lists, share experiences through photos and video, and create once-in-a-lifetime events and memories.
The company will also help to fulfill some cruise-related firsts by giving away monthly cruise vacations for four and offering once-in-a-lifetime opportunities like appearing on-stage as the opening act for a favorite band, says Jim Berra, senior vice president and chief marketing officer for Carnival Cruise Lines.
TV supporting the campaign debuted on Dec. 27. The ads, from Arnold Worldwide, use slow-motion to capture Carnival cruise fans enthralled in first-time moments. The first in the series features a mom who awes her young boys when she catches air on a wave runner. The spots feature the voice of actor John Krasinski, who notes, "Now, there's a first," and the rock anthem "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," Berra tells Marketing Daily. "[The song] is a rallying cry to consumers to take that hard-earned vacation time and spend it with friends and family."
The new TV spots will air on major networks and top-rated daytime and primetime shows including NBC's "Today Show," "Parenthood" and "The Office," ABC's "Good Morning America," "Grey's Anatomy" and "Extreme Home Makeover," and CBS's "How I Met Your Mother," "Mike and Molly" and "Undercover Boss."
In addition to new TV spots, Carnival is helping to ring in the New Year as the official confetti sponsorship of the Times Square New Year's Eve 2011 celebration, and also promoting the "Didja Ever" campaign through online advertising and video which will appear on leading sites such as YouTube, Yahoo, Hulu and ABC.com.