Win a cruise every year for life in Carnival Cruises’ “New to Cruising” offensive
Carnival Corporation is launching its first ever multi-brand national marketing initiative targeting "New-to-Cruising" consumers and offering the chance to win a cruise every year for life.
Carnival, the world’s largest cruise company with nine global brands including P&O Cruises, will be targeting vacationers who have never cruised by highlighting the great value and unique experiences offered by the company’s diverse collection of cruise lines.
The campaign will kick off on 24 November with several digital and social elements and will continue to ramp up through 2015.
The campaign will be higlighting the exciting experiences to be found on modern cruise ships such as P&O’s Ventura, above
As part of the marketing effort, Carnival Corporation will introduce the “World’s Leading Cruise Lines Marketing Challenge” – an interactive crowdsourcing program in which CEO Arnold Donald and celebrity emcee Cedric the Entertainer ask consumers to “join the company’s marketing team” and pick their favourite TV ads from a selection of creative concepts, with the chance for one lucky participant to win a yearly cruise for life.
Carnival Corporation’s newly redesigned website, WorldsLeadingCruiseLines.com, will serve as the campaign hub. The site will feature content from each of the company’s nine brands and also house new tools and functionality in support of the campaign.
The campaign elements are designed to persuade people that cruising is an extraordinary vacation experience at an exceptional value. It will help consumers understand how contemporary cruising has evolved, with today’s cruise ships offering something for everyone and try to dispel some of the common myths that paint cruising in a bad light.
The goal of the marketing program is to help inspire consumers to consider cruising as one of their top options when planning vacations. While cruising continues to grow in worldwide popularity, with nearly 22 million people expected to have taken cruises in 2014, only about 3.3 percent of people in North America in any given year go on a cruise – providing a significant marketing opportunity.
“Across our portfolio of nine brands and more than 100 cruise ships visiting over 700 destinations around the world, Carnival Corporation carries more than 10.5 million guests a year, accounting for one out of every two people who cruise anywhere in the world,” said Carnival Corporation CEO Arnold Donald.
“With so many distinctive experiences offered by our industry-leading brands, we truly believe the Carnival family has a cruise for everyone. Our job is to help people understand why cruising is such a great vacation, and to help them find which of our nine cruise brands is the right one for them.”
Donald added: “I’m asking consumers to join our marketing team and weigh in with a vote as well as give us their advice on our upcoming marketing efforts. In return we have an extraordinary giveaway – one lucky person will win a cruise a year for life! So we encourage people to go to WorldsLeadingCruiseLines.com, and check out the advertising concepts.
“We like all of them but want help in choosing the best one. While on our site, we encourage people to also check out our CRUISE-A-NALITY tool. It’s a fun and easy way to find out which of our cruise brands is the best fit for their personality. Finding the right cruise brand to sail helps make sure people have a good experience, and we are excited that CRUISE-A-NALITY can help do just that.”
WorldsLeadingCruiseLines.com will promote the company’s nine brands, serving as the hub for both the campaign and an information source on cruising options and experiences on Carnival Cruise Lines, Cunard, Holland America Line, Princess Cruises and Seabourn in the US.; AIDA Cruises in Germany; Costa Cruises in Italy; and P&O Cruises ( Australia) and P&O Cruises ( United Kingdom). The site will help serve as a continuous communication platform for consumers and travel agents.
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