According to recent news out of Miami, Carnival Cruise Line is collaborating with its ad agency, Anomaly, to launch a new brand ad campaign. The emphasis of this campaign is on choosing fun. Therefore, the new slogan for the advertising promotion focuses on two basic yet meaningful words: “Choose Fun.”
After Anomaly conducted exhaustive research, it discovered that Carnival guests and staff agreed that fun is what people are seeking whether they are on board ship, seeing the sights, or enjoying the activities off of a cruise ship.
By emphasizing the slogan, “Choose Fun,” Carnival Cruise Line is directing its efforts toward attracting travelers who have never cruised on a ship but are seeking carefree experiences and adventures. The campaign features two different viewpoints in this respect. Both lengthy testimonials and pods are being used to emphasize the theme.
For example, testimonials are featured that tell the story of first-time cruise guests who found sailing on a Carnival cruise ship the ultimate fun experience, which made the adventure a one-of-a kind trip. Testimonials relate such fun episodes as sliding down a water slide or enjoying a unique and fun ride such as the SkyRide.
As noted, Carnival will also feature short videos that will be tailored to support viewer preferences and specific websites. Each of the pods highlights a fun activity on a Carnival cruise ship, such as receiving a massage at the Cloud 9 Spa or participating in the comedic activities at a venue such as the Punchliner Comedy Club. Fun activities are also featured on shore.
The “Choose Fun” theme will be displayed digitally as well as be seen on such platforms as Hulu, Vevo, and Amazon Video. New ads will also air on TV stations in Los Angeles, Dallas, Atlanta, and Houston. Ads will be televised during such popular events as NFL football playoffs and the Grammy’s Red Carpet event.
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