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Cruise Lines Continue to Pour Dollars Into Advertising Despite Economy

January 16, 2009 By: David Eisen Travel Agent
 


There is an old maxim that goes, “Doing business without advertising is
like winking at a girl in the dark. You know what you are doing, but
nobody else does.” But in this economy, blink once and half your stock
portfolio is lost. Nevertheless, hard economic times aren’t, yet,
dissuading cruise lines from pulling the plug on advertising.

Carnival Cruise Lines pinata philadelphia

To evoke Carnival Cruise Lines' new "Fun for All. All for fun" tagline, the company assembled the world's largest piñata in Philadelphia for a recent 30-second TV spot

In fact, Carnival Cruise Lines launched a new brand advertising campaign on
Christmas Day, consisting of two 30-second TV spots, which evoke the
“Fun Ship” line’s new tagline: “Fun for All. All for Fun.” Like many
ads we see on TV, these first two spots take a familiar tack: Market
the product without actually showing the product. The result is
effectual. In the one spot, Carnival assembled the world’s largest piñata in Philadelphia, drawing a horde of people. The piñata is then
broken open discharging 8,000 pounds of candy. Another spot keeps the
“world’s largest” theme going, this time with record-breaking,
35-feet-in-diameter beach balls (three to be exact). The balls were
then rolled off the tops of buildings in Dallas, turning the streets
into an asphalt beach. “Fun for All. All for Fun.” Message executed.

“Fun
is the core essence of Carnival,” says Jim Berra, senior vice president
and chief marketing officer of Carnival Cruise Lines, who tells Travel
Agent
that more spots will air at the end of January, this time
showcasing actual Carnival ships. “Our brand of fun is social,
gregarious and inclusive. You see those dimensions of fun in the spots.”

Also
noticeable is an assurance that, even though the economy has hit a
rough patch, spend and time put forth on advertising is not going away.
“In this market, it’s important to reinforce value and position,” Berra
says. “Consumers are still going to take vacations. How they do that
may change, so we need to be on the top of their minds. Walking away is
a mistake.”

Carnival isn’t the only line resetting their message via a new brand campaign. Royal Caribbean International
took its message from land to sea, in tongue-in-cheek fashion with
“The Nation of Why Not,” which invites consumers to secede from land
and become “citizens” of the nation. Two TV spots highlight Royal
Caribbean’s global itineraries and innovative onboard amenities. “Why
not ice skate on the equator and climb mountains at sea?” is put to
consumers.

“The ‘Nation of Why Not’ encapsulates what Royal
Caribbean has always stood for,” says Paula Michaelides, Royal
Caribbean International’s associate vice president of integrated
marketing. “From the very beginning, this company has always asked,
'Why Not?' Why not design a ship specifically to cruise the Caribbean?
Why not add rock walls and ice skating rinks and Flowriders?”

Letting
up in marketing and advertising is also not an option for Royal
Caribbean. “To most Americans, vacations are seen as an entitlement or
a right,” Michaelides says. “The travel industry predicts, however,
that they might adjust their plans by trading down on length of trip
and budget. So, as consumers demand more and more out of shorter and
fewer vacations, Royal Caribbean is uniquely positioned to deliver.

“We
will continue our marketing strategy during this time and believe that
the campaign’s optimistic and upbeat message will be a welcome relief
from the doom and gloom of everyday life.”


What do you think of this $type?
 

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