Carnival Corporation to Launch Multi-Brand Marketing Push

Carnival Corporation is readying itself to roll out its first ever marketing campaign across all nine of its brand simultaneously. In a bid to entice first time cruisers; Carnival is offering personality tests to determine which brand best suits individual tastes.

The Cruise-a-nality feature will help new cruisers discover which line best represents their tastes and personalities across Carnival Cruise Lines, Princess Cruises, Holland America Line, Seabourn, Cunard, Costa Cruises, AIDA Cruises, P&O Australia and P&O Cruises.

Carnival CEO, Arnold Donald, explained: “We hope it will help us to inspire people to go on cruises. We hope to grow demand for cruising across the spectrum of cruises. We’ve never before communicated about our nine brands in any kind of organised fashion.”

Donald continued by stating part of the campaign’s objective is to dispel misconceptions which persist about the cruise industry. He believes it is a perfect opportunity to demonstrate cruises aren’t just for the old or subject to buffet lines of 3,000 guests.

The marketing push will be staged across multiple platforms and will encourage the participation of cruise fans, inviting them to share their favourite cruise experiences. Arnold Donald and comedian, Cedric the Entertainer, will also host a marketing challenge, asking the public to choose from six different advertising concepts. One of the participating members of the public will be awarded with a free cruise holiday every year for life.

A selection of prizes will be awarded throughout the campaign including 100 days of cruising on their choice of Carnival brand.

The digital and social marketing will commence on 24 November 2014, and the television advertising will start in earnest in early 2015.

Images sourced via Flickr Creative Commons. Credits: Tom Mascardo, Yanxin Wang