January 8, 2018.
Carnival Cruise Line and its newly appointed ad agency of record, Anomaly, are launching a new brand campaign called “Choose Fun.”
After robust research on Carnival guests, Anomaly determined 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”, “Stacy Tracy” and “Insta-worthy”.
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 Punchliner Comedy Club and feasting on burgers by Food Network star and Carnival partner Guy Fieri as well as fun activities ashore.
Choose Fun will come to life in digital display, paid social and modular online videos on platforms such as Amazon Video, Hulu, Roku and Vevo. The new advertising will also air on television in the Atlanta, Houston Dallas and LA markets during high profile events like the GRAMMY’s Red Carpet and NFL Playoff Games.
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.