Carnival Corp. said it will launch a marketing campaign Nov. 24 that will ask consumers to suggest ways to market cruises and reward them with giveaways.
The multimillion-dollar campaign will be the first to bring all nine Carnival Corp. brands into a unified campaign, CEO Arnold Donald said.
Donald cited two overarching objectives for the campaign: to get people to consider going on a cruise, and to educate them about the value and "extraordinary experience" it provides.
The campaign will be launched with online and digital elements, and later include TV ads as the Wave season unfolds in the first quarter of 2015.
Donald said the World’s Leading Cruise Lines website will be the hub for engagement with consumers, and that Carnivalplc will be the Twitter handle associated with the campaign.
Consumers will be presented with different ad concepts and prompted to choose between them, Arnold said.
In addition, they will be invited to take part in a six-question quiz that will fit them to one of 30 cruise personalities, or “Cruiseanalities,” meant to help them pick the best cruise line for them.
The ads will include travel agent calls to action, such as “contact your travel professional today,” Donald said.
“The important thing for us is really to get across the diversity of the cruise experience,” Donald said on a conference call with reporters. He said the concept is to convey that “there’s a cruise experience out there that really resonates with you,” he said.