Carnival Cruise Line Wants You To Choose Fun
After robust research on Carnival guests, Anomaly discovered that the Carnival brand, guests and crew all share the common belief that fun is a choice and whether on board or ashore, those vacationing with Carnival choose to be their truest self, embrace positivity and have fun with others.
With guests possessing their own definitions of fun, and Carnival offering an array of onboard attractions and experiences, Anomaly, created a campaign to connect the same activities that vacationers enjoy on land with those offered on board on a one-to-one personalized level. Driven by these consumer insights, Choose Fun is designed to attract those who have never cruised, but share the same values and passions.
The Choose Fun campaign launches with two distinctly different sets of advertising. First, longer-length testimonials depict first-time cruisers who were initially reluctant to set sail but were liberated on a Carnival cruise, making the vacation more fun and memorable for everyone. These testimonials are viewed in unexpected situations such as sliding down a water slide, posing for photos and even conversing with family members under water. The three testimonials include: "Excursions", "
Additionally, six-second video snippets will be customized to match content on various websites and viewer preferences delivering the ultimate one-to-one marketing. Each pod showcases a fun activity aboard a Carnival ship including biking in the sky on SkyRide, getting a massage at the Cloud 9 Spa, performing at Lip Sync Battle, enjoying the
Added Carnival's Senior Vice President and Chief Marketing Officer
Choose Fun will come to life in digital display, paid social and modular online videos on platforms such as Amazon Video,
In these key regional markets, large and disruptive out of home placements will also showcase Carnival's signature bold visual identity and uncommon text-only communications to break through the sea of sameness in the category.
"We couldn't be prouder of this work and new partnership," said
Anomaly, recently named Advertising Age's Agency of the Year, was founded in 2004 with the goal of being at the cutting edge of a changed cultural, technological, media and marketing landscape. With seven offices around the globe, the agency boasts a fantastic client roster as well as several internationally awarded joint-ventures and IP projects.
Robyn Fink/Vance Gulliksen, 305-406-5464, email@example.com