CARNIVAL CRUISE LINES LAUNCHES NEW TV ADVERTISING CAMPAIGN
Brand to be Exclusive Cruise Line Advertiser During 2010 Winter Olympic Games
MIAMI (January 4, 2010) — Carnival Cruise Lines debuts a new television advertising campaign today featuring three new spots that speak to the unique kind of genuine, participatory fun unleashed on a Carnival cruise. The new commercials, produced by Arnold Worldwide, retain the brand’s existing “Fun For All. All For Fun” tagline. Each spot features the song “Bang the Drum” by Todd Rundgren.
Additionally, Carnival will be the exclusive cruise line advertiser during the 2010 Winter Olympic Games with the new spots running throughout 17 days of the Olympic broadcast period on the NBC, MSNBC, CNBC and USA networks. Carnival will also be the exclusive sponsor of the athletes’ section on NBCOlympics.com, featuring custom videos of the Olympic competitors.
The first TV spot (http://link.brightcove.com/services/player/bcpid59232924001)
showcases the fun of a Carnival cruise through the eyes of a teenager who watches as her father leaves his email, computer and cell phone behind, getting lost in the joys of dancing, poolside shenanigans and family fun, Carnival-style.
Another spot, “Gangway,” captures the moment of transformation that happens to a Carnival guest when he/she crosses the bridge and goes from land to sea, leaving the everyday worries and routine of today back onshore.
“Everybody In” celebrates the one-armed photo — that photo everyone wants to be in, so someone ends up holding the camera with one arm while posing with the group — all with the goal of highlighting the feeling of fun that is true to the Carnival experience.
“The new work does a great job of portraying the social and participatory nature of the Carnival vacation experience, capturing those moments that make our cruises so uniquely memorable and enjoyable for our guests,” said Jim Berra, chief marketing officer for Carnival Cruise Lines.
“We leveraged truisms about the brand and about our Carnival loyalists to communicate moments that capture quintessential Carnival fun,” said Pete Favat, chief creative officer at Arnold. “People who want to have pure fun on a vacation will see themselves in the work, and that connection should help propel interest.”
Roger Baldacci served as executive creative director and Paul Renner as creative director. Production company Anonymous Content, with director Christian Loubek, filmed the commercials. The spots will begin airing the week of January 4 on ABC, CBS and NBC in a wide variety of programming such as Today Show, Good Morning America, The Office, Modern Family, NCIS: LA and The Mentalist.
About Carnival Cruise Lines
Carnival Cruise Lines is the largest and most popular cruise line in the world, with 22 “Fun Ships” operating voyages ranging from three to 15 days in length to The Bahamas, Caribbean, Mexican Riviera, Alaska, Hawaii, Panama Canal, Canada and New England.
The line’s newest ship, the 130,000-ton Carnival Dream, launched year-round Caribbean service last month. Carnival also has two new ships on order, the 130,000-ton Carnival Magic, which is scheduled for delivery in 2011, and a sister ship set to debut in 2012.
About Arnold Worldwide
Arnold is a communications agency focused on delivering outstanding creative solutions that drive strong business results. The agency has a diverse portfolio of clients including McDonald’s, Progressive, Amtrak, Jack Daniel’s, Hershey’s, Ocean Spray, Volvo, Fidelity Investments, Carnival Cruise Lines, truth®, and more. Arnold’s mantra, “Great Work that Works,” reflects the shop’s commitment to providing clients with a return on idea. The agency delivers services across all communication touch points – advertising, digital, promotions, direct, design, branded content, etc. – under one bottom line. Arnold is owned by Havas and operates as a global micro network with hubs in Boston, Washington, DC, New York, London and Prague.