Carnival to Up UK Marketing Efforts

Just in time for wave season, Carnival Corp. has earmarked a little more than $19.5 million for a January sales campaign in the United Kingdom, which will push the importance of booking early. The spend will be focused around four brands: P&O Cruises, Princess Cruises, Cunard and Ocean Village. The greatest TV presence will be centered on the P&O brand, positioning it as an authentic cruise experience. Cunard's marketing will point out the line's transatlantic glamour; marketing for Princess Cruises will focus on destinations; while Ocean Village's advertising will underscore unconventionality and liveliness. Carnival's marketing plan comes on the heels of an announced $4 million Royal Caribbean advertising campaign for wave season, which includes the first-ever TV spots for its Celebrity Cruises brand.

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