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Carnival Introduces New Advertising Campaign

December 21, 2011 By: Susan Young

Carnival Cruise Lines has unveiled a new "Land versus Sea" advertising campaign  that takes a fun, light-hearted approach to promoting the quality and value of “Fun Ship” cruising versus traditional land-based vacations.

Created by the line’s advertising agency, Boston-based Arnold Worldwide, the new multi-channel campaign launches Dec. 26, 2011. It blends national and regional coverage.

Agents and clients will view the ads on television, billboards and online.The campaign's central theme reinforces the notion that everyone deserves a fun, memorable vacation at a great price.

Look for the ads to compare land-based vacations -- such as visiting relatives, camping and going to an amusement park -- with a fun Carnival vacation in a humorous way.

“The value of a Carnival cruise is clearest when juxtaposed against a land-based vacation and to get our message out in a big way, we used humor and identifiable moments to reach out to the 80 percent of the population who has never taken a cruise,” said Jim Berra, Carnival’s senior vice president and chief marketing officer. “We believe that everyone has the right to an exceptional vacation at a great value, and this campaign will remind Americans that they don’t need to compromise, or break their budgets, in their pursuit of fun."
The campaign taps into two rising trends – consumers’ desire for avoiding the hassles of air travel and finding great value in their vacation purchases.
Research shows that many Americans are curbing expenses by taking vacations that are within driving distance. Carnival has a robust array of close-to-home ports and offers a wide variety of short and longer cruises.
“Consumers may be cutting back in some areas, but vacations are still as important as ever and are an integral part of how we recharge and reconnect with friends and family,” said Roger Baldacci, EVP, executive creative director, Arnold Worldwide. “We wanted to convey the message that a Carnival cruise is not only easy and within their reach but is a much better option than a land-based vacation."
A 3D billboard in Times Square will portray the beauty of a Carnival cruise ship on the Caribbean Sea juxtaposed against the bustle of the city, with the phrase “Cruising From New York.”
Other customized ads will be featured in subway cars, atop taxi cabs, on elevators and in prospecting displays.
Throughout the year, the new campaign will also feature digital and branded experiences that continue to leverage Fun Ship 2.0, the line’s recently announced $500 million enhancement program designed to enhance Carnival’s on-board guest experience.
Travel Agent was onboard Carnival Liberty last week to see those enhancements first hand. Check out our cruise editor's Fun-O-Meter ranking of those Fun Ship 2.0 venues, starting tomorrow.

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About the Author

Susan Young
A veteran of 100-plus cruises, Susan J. Young, is senior contributing editor for cruises – covering ocean, river and niche cruises for Travel Agent and

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By Susan Young | December 21, 2011
The new "Land versus Sea" advertising campaign for 2012 showcases the differences between a land vacation visiting relatives, camping or going to a theme park with a Carnival cruise vacation. Created by Arnold Worldwide, the campaign will run both regionally and nationally and will feature television, billboards and online advertising and promotions.
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