International cruise line Carnival Cruise Line has launched its latest campaign, 100% Holiday, via creative agency Today the Brave, aimed at leveraging Carnival’s established brand recognition to drive consideration and conversion.
The move comes shortly after P&O Cruises launched its first campaign via newly appointed creative agency, Supermassive, with a mission to “reframe” cruising holidays.
Based around the power of human connection, Bring Us All Together, is P&O’s first brand platform in 10 years, and aims to cement P&O’s position as a market leader while evolving the 91-year-old cruise brand for modern consumers.
Carnival’s 100% Holiday campaign centres the idea of a hassle-free vacation experience, acknowledging the common struggle of spending vacations dealing with logistics rather than enjoying leisure time. It produced 149 assets targeting four distinct audience segments across two ships in the Australian market.
Jade Manning, creative partner, Today the Brave, said, “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.”
Vince Osmond, creative partner, Today the Brave said, “There’s such a lovely universal insight behind the campaign – it’s one of those ideas that can keep giving.”
Anton Loeb, senior director, sales and marketing, added, “Carnival is experiencing an exciting period of growth, fuelled by the escalating demand for cruise holidays. The value and convenience of a Carnival cruise is second to none and 100% Holiday wraps it all up in our usual fun, playful style.”
100% Holiday is currently is currently being promoted across OOH, digital (OLV and High Impact Display), social and radio – with placements booked via Speed.