Carnival Cruise Lines said its new “Moments That Matter” national advertising campaign “features the unforgettable and memorable vacation moments experienced every day by the cruise line’s millions of guests, as captured through their own lenses.”

The new TV spots will debut on Monday, Sept. 23, and will air on cable channels and major networks. (Below is a new TV spot.) 

The campaign is part of a fall marketing push to stimulate consumer interest in Carnival.

More than $25 million will be invested across broadcast, radio, digital and direct mail between September and December 2013. While that does not represent the brand’s total annual advertising spend, Carnival said, it is “substantially higher” than what the company normally invests during the fall.

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