MIAMI, Nov. 24, 2014 /PRNewswire/ -- Carnival
Corporation & plc (NYSE/LSE: CCL; NYSE: CUK), the world's
largest cruise company, today officially 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 favorite ideas for six possible TV
commercials – with a chance to win a cruise a year for
life. 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
favorite concept," said Arnold
Donald, CEO of Carnival Corporation & plc. "I think some
of the concepts are really good and, well, some are awful, but what
matters most is what our future guests think."
Two Major, Multi-Platform Contests Kick Off Today As New
Marketing Effort Ramps Up
Contest #1: "Join Carnival
Corporation's Marketing Team"
The public is invited to take the "World's Leading Cruise Lines
Marketing Challenge" – an interactive crowdsourcing program in
which celebrity emcee Cedric the Entertainer asks consumers to
"join the company's marketing team" and pick their favorite from
six creative concepts. Their input will help determine which
concept will be used.
To thank people for their input, one lucky participant will win
a yearly cruise for life. The program is hosted on Carnival
Corporation's newly redesigned World's Leading Cruise Lines website
– WorldsLeadingCruiseLines.com – which serves as the campaign hub
featuring new tools, functionality and content from each of the
company's nine brands.
Starting today, consumers are able to vote on video storyboards for
the following six ad concepts:
- "Unicorn": Unicorns missed Noah's
boat; false preconceived notions about cruising held them back
- "Cruise Virgin": These people tell
consumers about their first time – which they will never
forget
- "No Robots": Carnival's cruise ships
are free of hassles and obstacles like evil robots
- "Message in a Bottle": Fairytale
moments of cruising from each of Carnival Corporation's nine brands
are in a message in a bottle
- "Getaway": Cruising give guests the
chance to get away from all the stresses of life
- "Mystery Spot": This idea contains an
undisclosed surprise that's as big as the ocean
Contest #2: "Tweet The World Why You Love Cruising"
The company is launching its new Twitter handle, @CarnivalPLC, with
a contest encouraging consumers to share what they love about
cruising. Users tweeting @CarnivalPLC with the hashtag
#LoveCruising will be eligible for a series of free cruises as
prizes, with one individual selected at random to receive 100 days
of cruising on a choice of Carnival Corporation's U.S.-based brands
to be used at their discretion.
New Marketing Initiative Incorporates Nine Brands, Multiple
Elements to Reach New Cruisers
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:
- CRUISE-A-NALITY: One aspect of
WorldsLeadingCruiseLines.com allows vacationers to find their
"CRUISE-A-NALITY," which is an interactive tool to help consumers
find their individual cruise persona – type of cruiser based on
likes and dislikes – from a total of 30 personas. After answering
six simple questions, the CRUISE-A-NALITY tool provides consumers
with their persona, cruise brand recommendations and links to find
more information to begin planning their vacation.
Once visitors know their CRUISE-A-NALITY, they are encouraged to
call their travel agent as well as share their results through
their Facebook and Twitter social media channels.
- WorldsLeadingCruiseLines.com: This site – which promotes
the company's nine brands – serves as the hub for both the campaign
and an information source on cruising options and experiences on
Carnival Cruise Lines, Cunard, Holland America Line, Princess
Cruises and Seabourn in the U.S.; AIDA Cruises in Germany; Costa Cruises in Italy; and P&O Cruises (Australia) and P&O Cruises (United Kingdom). The site will help serve as a
continuous communication platform for consumers and travel
agents.
All sweepstakes rules and eligibility information are available
at WorldsLeadingCruiseLines.com.
About Carnival Corporation
Carnival Corporation & plc is the largest cruise company in the
world, with a portfolio of cruise brands in North America, Europe, Australia and Asia, comprised of Carnival Cruise Lines,
Holland America Line, Princess Cruises, Seabourn, AIDA Cruises,
Costa Cruises, Cunard, P&O Cruises (Australia) and P&O Cruises (UK).
Together, these brands operate 101 ships totaling 214,000 lower
berths with seven new ships scheduled to be delivered between 2015
and 2017. Carnival Corporation & plc also operates Holland
America Princess Alaska Tours, the leading tour companies in
Alaska and the Canadian Yukon.
Traded on both the New York and
London Stock Exchanges, Carnival Corporation & plc is the only
group in the world to be included in both the S&P 500 and the
FTSE 100 indices. Additional information can be found
on www.carnival.com, www.hollandamerica.com,
www.princess.com, www.seabourn.com, www.aida.de,
www.costacruise.com, www.cunard.com, www.pocruises.com.au,
and www.pocruises.com.
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SOURCE Carnival Corporation