MIAMI -- Carnival Cruise Lines debuted its first new television
advertising campaign since 1984, replacing spokesperson
testimonials and product demonstrations with playful animation.
A 30-second commercial shows animated images of tropical fish
that begin to dance and frolic the moment they come near the hull
of a Carnival "Fun Ship."
A second commercial in a planned series shows trees on a
tropical island suddenly coming to life as soon as a Fun Ship
approaches the island.
Both commercials carry a voice-over by TV personality Kathie Lee
Gifford, who says with amusement, "I guess some vacations are just
more fun than others."
The cover of Carnival's 1997 brochure, which is being issued
this week, also features the new campaign theme.
The commercials represent a break with the 13-year-old campaign
centered around Gifford, who has appeared in six different series
of commercials for Carnival along with other celebrity
endorsements.
Also being replaced are the varied demonstrations of life aboard
a Carnival ship, intended to educate a public unfamiliar with
cruising.
The new campaign, however, sharpens Carnival's traditional
product positioning as the cruise line offering vacationers a good
time, or what Carnival calls "fun," according to Carnival president
Bob Dickinson.
"We're starting with a strong brand recognition," said
Dickinson, "and emphasizing the unique selling proposition that we
'own' fun."
In moving to a greater emphasis on brand differentiation,
Dickinson said the line was impelled to do so because of the
intensification of TV advertising by other cruise lines.
"We're at a point where other cruise lines are advertising on TV
or perhaps thinking about it, so it's a point where we have to say,
'This is what differentiates us [from the others],' " he said.
Dickinson said the line felt justified in departing from
offering product demonstrations because 8% of the public has
cruised today, twice the percentage 13 years ago.
The executive claimed that other cruise lines had conceded to
Carnival its positioning as the "fun" line, adding, "If they're
going to give us the most compelling reason to take vacations,
we're going to make the most out of it."
Dickinson said that the "fun" theme was behind the success of
the nation's two largest land resort destinations: Orlando, Fla.,
and Las Vegas.
The new campaign, although it includes voice-overs by Gifford,
lessens her presence in Carnival's commercials.
The commercials also feature Carnival's direct-booking (800)
CARNIVAL number, which is listed in larger type than the words "Or
call any travel agent."
Carnival started using the number and phraseology last
February.
The spots are airing on three major networks and cable stations
and will be broadcast during "Good Morning America," "This
Morning," "Today" and "The Tonight Show."