(TAN): United States-based cruise company Carnival Cruise Line has rolled out a new marketing campaign highlighting how guests have fun and bond with other passengers onboard Carnival ships.
Named “The Fun Ones”, the campaign was designed in partnership with American advertising agency Anomaly.
Senior Vice President of brand and product marketing for Carnival Cruise Line, Pete Callaro said customers will be motivated by the campaign to have fun on a Carnival cruise.
“We all have a ‘Fun One’ in our lives – someone we love to be around or want to be like and this campaign showcases the exuberant spirit of our guests who truly make a Carnival cruise a vacation like no other. When consumers see the new spots, they will recognize the ‘Fun One’ in their lives and be inspired to have that fun together on a Carnival cruise,” he said.
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The cruise line had launched its Choose Fun campaign in 2018 through which it introduced its Chief Fun Officer, Shaquille O’Neal.
“The Fun Ones” campaign uses lively imagery with taglines such as “The Fun Ones Plan for No Plans” and “Choose a Vacation as Fun as You” to uphold the fun atmosphere onboard Carnival cruises. It also shows how the company makes holidaying a fun affair, with everyone being “shamelessly true to themselves” while letting their hair down. The campaign tries to drive home the fact that on a Carnival ship, fellow passengers turn into friends.
In one of the spots, a guest puts on a pink flamingo-shaped inner tube and goes around the Lido Deck while his fellow passengers cheer him on. In another, a bride jumps into the pool instead of tossing her bouquet to the girls.
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The campaign used out-of-home elements along with 15-, 30- and 60-second commercials playing in chief markets including Los Angeles, Dallas, Atlanta, Tampa, Houston and Orlando on television, radio, and national digital platforms such as YouTube and Hulu, to share its message.
The cruise line recently established a new dress code prohibiting guests from wearing clothing “that may be considered offensive or contain nudity, profanity, sexual innuendo/suggestions”, as per reports.
The guidelines also reminded passengers that “clothing/accessories should not promote negative ethnic or racial, commentary, or hatred or violence in any form”.
