Carnival Cruise Line is launching a 360 video campaign to promote the features of its new Carnival Vista.
Created in partnership with creative agency Arnold Worldwide and VR production company Bipolar Id, “The Vista Effect” 360 videos feature YouTube and Instagram star Zach King, who hosts a unique tour of the cruise liner, complete with special effects, optical illusions and Easter egg hunts.
In a highly saturated cruising market where it seems like a new ship is unveiled every other week, Carnival was looking for a way to highlight its new ship that sets it apart from the rest using a playful, modern approach.
Within the videos, King takes viewers on a tour of the ship, showing some of the features, such as SkyRide, an 800-foot long dual-track aerial ride suspended 150 feet in the air, and Kaleid-O-Slide, a 455-foot water tube in the WaterWorks park. The videos were shot aboard the Vista as it toured the Mediterranean Sea and made seven stops across Greece, Italy and Malta.
Vacation storytelling has quickly evolved with the adoption of new technology, says Stephanie Leavitt, director social media & branded content at Carnival Cruise Line.
“Partnering with experts in VR (Bipolar), and creative concepts (Arnold Worldwide), has really enabled Carnival Cruise Line to stay at the cutting edge of immersive marketing,” Leavitt says. “ Our Vista Effect 360 videos are truly unique with Zach King's magical effects capturing viewers’ attention and hidden Easter eggs driving exploration of our new ship, Carnival Vista.”
"The Vista Effect” 360 videos are being distributed via Facebook, YouTube, Carnival.com, and AwayWeGo.com. The video initiative is part of Carnival Cruise Line’s broader Carnival Vista marketing campaign, “A Brand New View.”
There are certain life experiences you simply can’t appreciate unless you’re actually there, says Jim Elliott, global chief creative officer at Arnold Worldwide. Being aboard a Carnival ship in the middle of the ocean, surrounded by open water, blue sky and a seemingly endless variety of totally original, laughter-inducing activities is one of them.
“So in that respect, applying 360 technology to the launch of the Carnival Vista is a complete no-brainer,” Elliott says. “It’s allowing us to tell the Carnival story in totally new and immersive ways. With this series, we’ve really only begun to scratch the surface of what’s possible with VR. But for the moment, there’s really no better way to experience the magnificence of Carnival Vista without climbing aboard the real thing."