‘Everything is taken care of’: Carnival Cruise Line ‘100% Holiday’ campaign via Today The Brave
Recently appointed agency Today The Brave has today launched a new creative campaign for Carnival Cruise Line, ‘100% Holiday’.
Capitalising on Carnival’s existing brand awareness, the new campaign was designed to drive conversion further down the tunnel.
The campaign is crafted to address four unique audience segments across two different Carnival ships in the Australian market. It has been designed to showcase how much can be packed into a Carnival cruise holiday – highlighting that once guests are onboard, there are over 45 activities to enjoy.
“100% Holiday is a compelling reason to book a Carnival cruise for your next getaway – everything is taken care of from the moment you step on board; no more planning, packing and repacking, trying to decide on what to have for dinner or how to entertain the kids,” said Jade Manning, creative partner at Today the Brave.
The agency was appointed in August last year, with a goal to get Aussies to “reappraise, experience and embrace the value of a cruise”, after a tough few years for the industry.
Vince Osmond, creative partner at the agency, added: “There’s such a lovely universal insight behind the campaign – it’s one of those ideas that can keep giving.”
Today The Brave commissioned bespoke research to assist the creation of the campaign.
The campaign is live across OOH, digital, social and radio, with placements booked via The Speed Agency.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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