Carnival Corp. is launching its first-ever multi-brand marketing initiative incorporating all nine of its global brands.
The initiative includes television, digital, social and contest elements.
Consumers can take the “World’s Leading Cruise Lines Marketing Challenge” – an interactive crowdsourcing program in which celebrity emcee Cedric the Entertainer asks consumers to “join the company’s marketing team” and pick their favorite from six creative concepts. Their input will help determine which concept will be used. To thank people for their input, one participant will win a yearly cruise for life.
The campaign, from BBDO Atlanta, targets consumers who are new to cruising with insight on why cruising is an extraordinary vacation at an exceptional value with a goal to drive increased awareness, consideration and demand for cruising.
"I think some of the concepts are really good and, well, some are awful, but what matters most is what our future guests think," Carnival CEP Arnold Donald says in a release.
The contest is hosted on Carnival Corporation’s newly redesigned World’s Leading Cruise Lines website WorldsLeadingCruiseLines.com, which serves as the campaign hub featuring new tools, functionality and content from each of the company’s nine brands.
The Web site includes an interactive tool which allows vacationers to find their “cruise-a-nality.” Consumers determine their individual cruise persona from a total of 30 options. After answering six questions, the tool provides consumers with cruise brand recommendations and links to find more information to begin planning their vacation.
Carnival is launching its new Twitter handle, @CarnivalPLC, with a contest encouraging consumers to share what they love about cruising. Users tweeting @CarnivalPLC with the hashtag #LoveCruising will be eligible for a series of free cruises as prizes, with one individual selected at random to receive 100 days of cruising on a choice of Carnival Corporation’s U.S.-based brands to be used at their discretion.
The nine brands featured in the effort are Carnival Cruise Lines, Cunard, Holland America Line, Princess Cruises and Seabourn in the U.S.; AIDA Cruises in Germany; Costa Cruises in Italy; and P&O Cruises (Australia) and P&O Cruises (United Kingdom).