Hi Everyone,
I received this press release from Carnival Cruise Lines and thought
it would be of interest. If you have missed any of my news' postings,
they are available on my web site.
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Ray
LIGHTHOUSE TRAVEL
800-719-9917 or 805-566-3905
http://www.lighthousetravel.com
New Holiday Gift Giving Campaign Launched by Carnival Cruise Lines
10/10/2005
MIAMI (Oct. 10, 2005) – Carnival Cruise Lines, the world’s largest
cruise operator, will launch a first-of-its-kind advertising campaign
promoting the concept of giving the line’s "Fun Ship" vacations as
holiday gifts.
Created by Carnival’s advertising agency, Coral Gables, Fla.-based
Cooper DDB, the multimillion-dollar campaign debuts Oct. 9, 2005, and
encompasses a new television commercial and consumer and trade print
placements.
The fully integrated campaign also includes splash pages and banner
ads on Carnival’s web site, carnival.com, and point-of-purchase
promotional items for gift shops fleetwide. A variety of other
collateral materials tied to the campaign, including brochures,
postcards, flyers, and e-cards, have been created, while a "virtual
sales kit" for travel agents will be available on the line’s travel
agent Internet portal, bookccl.com.
According to Carnival President and CEO Bob Dickinson, the new ad
campaign mirrors recent consumer trends toward purchasing unique,
experiential items as holiday gifts – particularly those that promote
opportunities for family togetherness. At the same time, it serves to
suggest the purchase of a cruise vacation to consumers in a manner
they may not have considered previously.
"This innovative, thought-provoking ad campaign – which is designed to
pique the interest of first-time cruisers and reinforce the Carnival
brand to experienced guests – emphasizes family bonding while
promoting the uniqueness of giving a ‘Fun Ship’ cruise as a holiday
gift," Dickinson said.
The new television commercial consists of a 30-second spot that is an
adaptation of the line’s current "Beyond the Sea" campaign. For this
campaign, however, the popular song has been modified to include
sleigh bells and other traditional holiday musical accompaniments.
The TV spot opens with images of shoppers carrying large boxes of
foil-wrapped "Fun Ships" – recognizable by the line’s signature winged
funnel – along a bustling "main street" during the holiday season.
The commercial then cuts to a family window shopping, however, instead
of traditional holiday gifts, a replica of a Carnival "Fun Ship" is
shown behind the glass.
The spot whimsically ends with the family driving away with the
gift-wrapped "Fun Ship" tied atop their car – much like Christmas
trees are transported home during the holidays.
The "gift" theme is also present in the new consumer print campaign
which includes a dramatic shot of an elegant foil-wrapped Carnival
"Fun Ship" encircled with a giant red ribbon and bow. Running across
the top of the ad are the words "Give them a holiday to remember."
Along the bottom of the ad, the copy reads: "How do you wrap
togetherness? Can you put a bow on fun? It’s easy when you give a
Carnival cruise. Northing creates family togetherness and lasting
memories like a Carnival vacation. It’s a gift of fun everyone will
treasure."
Copy for the trade ad is similar but offers travel agents tips on
marketing "Fun Ship" cruises to their clients during the holidays.
The consumer print ads, which break Oct. 9, will appear in more than
80 U.S. newspapers, as well as such high-circulation magazines as
People, InStyle, Cooking Light, Food & Wine, Wine Spectator, Real
Simple, More and Oprah.
The trade ad campaign, which begins Oct. 10, will include placements
in Travel Trade, Travel Agent, Travel Weekly, Agent@Home in the U.S.
and Travelweek Bulletin and Tourism Plus in Canada, all of which are
aimed at travel agents.
The television spots will air on a wide variety of network and cable
programming, including Two and a Half Men, Desperate Housewives, ER,
Will & Grace, Commander-in-Chief, Law & Order, Las Vegas and the
upcoming major league baseball playoffs.
Carnival is the largest and most popular cruise line in the world,
with 21 "Fun Ships" operating voyages ranging from three to 16 days in
length to the Bahamas, Caribbean, Mexican Riviera, Alaska, Hawaii,
Canada, New England, Bermuda and Europe. The line’s fleet will expand
with the launch of the two new ships – the 110,000-ton Carnival
Freedom and an as-yet-unnamed 112,000-ton vessel – scheduled for
delivery in February 2007 and spring 2008, respectively.
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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