NEW YORK--Carnival Corp. introduced the World's Leading Cruise
Lines, its first marketing initiative to include all six of its
brands--Carnival, Costa, Cunard, Holland America, Seabourn and
Windstar -under one banner.
The effort will debut Oct. 18 with an eight-page insert in major
market and national newspapers. The initial campaign is
co-sponsored by Visa U.S.A., which will offer limited-time
upgrades, discounts and shipboard credits for passengers on any of
the brands paying with a Visa card.
Rod McLeod, senior vice president of marketing for Carnival
Corp., who is in charge of the new marketing association, said the
program is designed to supplement, not replace, the six member
lines' existing advertising and marketing efforts. "The reason we
chose the name The World's Leading Cruise Lines is because the
lines truly are leaders in their respective categories, and, when
associated under one banner, represent a highly diversified, global
cruise product line," McLeod said.
He said Carnival Corp. is spending nearly $1.5 million on the
newspaper insert as a test, with 16 million U.S. households
expected to be reached, and is considering additional inserts in
1999. Also under consideration are TV, publishing, trade education
and other initiatives under The World's Leading Cruise Lines
banner.
A new Web site at www.leaderships.com has been created to provide
information on the marketing association and act as a gateway to
the Web sites of the various brands.
The cover of the insert, which is titled Cruise Today,
introduces The World's Leading Cruise Lines, but does not mention
the specific brands. Each brand is featured instead on its own page
inside, with copy that describes the product, along with an
advertisement for the line. The back cover has a chart showing all
six brands and the destinations they serve. Each ad in the insert
includes verbiage advising would-be cruisers to see their travel
agent for reservations. Phone numbers for the lines are also
included.
The Visa offers range from $50 savings per cabin on Carnival
ships to $1,000 per suite on Seabourn Cruise Line. Visa has
previously done successful marketing partnerships with both the
Carnival and Holland America brands, card company officials
said.