Carnival Cruise Lines will soon debut a new branding campaign, under the tagline "Fun For All. All For Fun," designed to showcase the company's vacation experience. The campaign will start with special events featuring Guinness World Record attempts in Dallas and Philadelphia, a new series of advertisements, and a group of online videos.
On October 26, in Dallas, Carnival will attempt setting a Guinness record for the world’s largest beach ball, followed by an attempt to create the world’s largest piñata in Philadelphia on November 2. Carnival will use footage from the events to create two TV commercials.
The campaign also features a variety of online elements including Towel Animal Theatre, which involves a series of online videos that depict towel animals, a signature Carnival cruise feature, having amusing conversations with each other while the stateroom’s occupants are away. The videos are currently running as part of an advertising buy on abc.com and will be available for viewing and downloading at www.carnival.com/funville beginning November 3. The new “Funville” web portal will also feature a number of other video assets, along with interactive opportunities.
The new campaign was created by Arnold Worldwide of Boston, which developed concept after conducting an intensive study involving more than 3,000 consumers, many of whom are Carnival customers. These initial components of Carnival’s new branding campaign are the first of many marketing initiatives planned for the coming year.