MIAMI -- Carnival Cruise Lines revised its 6-month-old trade
campaign with graphics that are a departure from its previous
campaigns.
The new campaign zeroes in on how Carnival "has reinvented
itself over the past few years," the company said, utilizing the
theme of "Today's Carnival."
The previous trade campaign launched in February also used the
theme of "Today's Carnival," but the new campaign puts a greater
emphasis on the changes that have taken place recently.
Although the new campaign invokes Carnival's traditional "fun
ship" image, it omits the previous tag line "just more fun" and
focuses on the line's innovations.
There are 14 variations of the new advertisement, each
pertaining to a different aspect of the reinvented Carnival
experience, according to the company.
The advertisements also use minimalist graphics consisting of a
one-sentence question against a white background. Typical questions
are "Which is the only cruise line to listen to its guests and
offer a truly smoke-free ship?" and "Which is the only cruise line
with enough confidence to offer a vacation guarantee?"
The answer in each case is a small photo or illustration along
with the words "Today's Carnival."
The campaign, created by Carnival's Miami-based advertising
agency, CooperHMS, is slated to run for the next several months in
a variety of national trade publications, including Travel
Weekly.