December 2014

Carnival Corporation unveils multi-brand initiative

Published Tuesday, December 2nd 2014

Carnival Cruise Lines








Carnival Corporation has launched its first-ever multi-brand marketing initiative incorporating all nine of its global brands with television, digital, social and contest elements.


As part of the program, Carnival Corporation invites consumers to review and vote for their favourite ideas for six possible TV commercials – with a chance to win a cruise a year for life.

The Brands

  1. Carnival
  2. Princess
  3. Holland America
  4. Seabourn
  5. Cunard
  6. AIDA
  7. Costa
  8. P&O Cruises
  9. P&O Cruises Australia


The campaign targets consumers who are new to cruising with insight on why cruising is an extraordinary vacation at an exceptional value with a goal to drive increased awareness, consideration and demand for cruising.


“We are excited about inviting people to help our marketing team choose from six ideas by providing input and voting on their favourite concept,” said Arnold Donald, chief executive of Carnival Corporation.


“I think some of the concepts are really good and, well, some are awful, but what matters most is what our future guests think.”


The goal of the marketing program is to help inspire consumers to consider cruising as one of their top options when planning vacations – and, ultimately, to grow demand for cruising.


Program elements are designed to educate consumers and especially non-cruisers on why cruising is a great vacation experience at an exceptional value.


The initiative also helps consumers understand how contemporary cruising has evolved with the nine brands of Carnival Corporation offering the right cruise experience for everyone and how common myths about cruising are untrue.


The campaign also encourages consumers to consult a travel agent as a valuable resource for planning a cruise vacation.


“This is the first time we’ve brought all nine of our brands together in a marketing effort of this magnitude, and our goal is to show people why there is no better vacation than a cruise vacation, and at a value that land-based vacations can’t match,” said Ken Jones, vice president of corporate marketing for Carnival Corporation.


“We also want to show people that many of the myths about cruising are simply not true.


“We are looking forward to hearing what people think and to giving one lucky person a great prize – a cruise a year for life.”


Carnival Corporation and BBDO-Atlanta developed the marketing initiative.


In addition to the marketing challenge and Twitter contest, the program includes two additional elements aimed at growing awareness, consideration and demand for cruising among consumers.

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Celebrity Cruises Reveals 2016-2017 Caribbean Cruise Vacations

Published Tuesday, December 30th 2014



Earlier than ever before, Celebrity Cruises has revealed its new lineup of cruise vacations in the Caribbean. Celebrity's Captain's Club members have the first opportunity to choose and book from more than 100 modern luxury getaways that set sail October 2016 - April 2017.

The premium brand's season offers vacationers visits to 31 destinations in paradise onboard seven award-winning Celebrity ships guests know and love - Celebrity Constellation, Celebrity Infinity, Celebrity Summit, Celebrity Equinox, Celebrity Eclipse, Celebrity Reflection and Celebrity Silhouette. Guests now can immerse themselves in the Caribbean with the exciting introduction of overnights and double overnights and experience the vibrant nightlife in Aruba, Barbados and Curacao.

Celebrity also has unveiled its first-ever Mardi Gras and Caribbean Signature Event Sailing. Guests can celebrate the city's iconic event of the season - Mardi Gras - as part of an 11-night sailing to George Town, Grand Cayman; Puerto Costa Maya and Cozumel, Mexico; and New Orleans.

 

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