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Carnival Launches Pre-Purchase Spa Plan, New Brand CampaignJanuary 27, 2009 By: George Dooley
Carnival Cruise Lines has introduced a new online pre-purchase system for guests interested in booking spa treatments prior to their “Fun Ship” cruise. With the advanced reservations system, available on all 22 “Fun Ships,” guests who have a fully-deposited cruise can log onto Carnival’s website and designate a specific spa treatment and appointment time and submit payment information.
Carnival’s site lists more than 30 different treatments which are available for purchase, everything from acupuncture services, soothing massages and Elemis advanced facials to invigorating detoxification wraps and slimming treatments, pricing and details of which can be viewed on the site. A full menu of nail, tooth whitening, and men’s services is also available for pre-purchase.
To access the new online spa treatment pre-purchase system, guests must be registered on carnival.com and have a fully-deposited cruise booking. After accessing their reservation through the “My Reservation” link, guests are prompted with the “Plan Activities” option and “Spa Appointments” link where they can search for spa services available on their particular voyage by treatment type, date, and preferred time.
To purchase a spa treatment, guests simply select the treatment of their choice and enter credit card payment information via a secure encrypted reservations portal. Guests are provided with a printable spa treatment order confirmation with details on the specific treatment and appointment time included.
Carnival also kicked off the second phase of its new brand advertising program with its “Fun Director” television campaign which begins airing nationally on February 2. The “Fun Director” ads were shot aboard the line’s newest ship, the Carnival Splendor, and feature improvisational comedian Matt Fisher who humorously extols various highlights of the Carnival vacation experience.
“The ‘Fun Director’ campaign uses humor to convey the unique experiences and exceptionally fun nature of a Carnival cruise vacation through a spokesperson we believe viewers will connect with and thoroughly enjoy,” said Jim Berra, chief marketing officer for Carnival Cruise Lines. “The first phase of our new brand advertising work featured our world record-breaking beach ball and piñata events in Dallas and Philadelphia.
Those spots were designed to run for a limited time and serve as attention-getters to get people thinking and talking about the Carnival brand,” Berra explained. “Now we are moving to the next phase of the campaign, which brings the images and message back on board the ships while continuing to focus on spirited and spontaneous fun.”
The new spots are airing now in select local markets including New York, Los Angeles and Dallas, on national cable starting February 2 including Food Network, The Learning Channel and the Travel Channel, and on major U.S. network primetime programming beginning February 9 on shows including CBS’s “Two and a Half Men” and “CSI,” and ABC’s “Desperate Housewives” and “Brothers and Sisters.” The “Fun Director” spots are part of a new overall branding campaign for Carnival under the tagline “Fun For All. All For Fun.”
“The new brand positioning is designed to capture the uniquely social, participatory and spirited nature of a Carnival cruise vacation which creates an environment where people have the freedom to be themselves and have fun,” said Berra.