Carnival Cruise Line and Holland America Line each have
debuted new television advertising that coincides with Wave season.
HAL said that its ads are part of a larger multimedia
campaign invoking travel as having the "power to change the world."
Two 30-second ads are built around the "Savor the
Journey" tagline introduced in 2016. One, captioned "Carefully
Crafted Journeys," focuses on destinations while the other, "Music
Walk" features the onboard experience on newer ships such as the
A longer 60-second ad styled "This Is Why We Sail"
has some historical footage of HAL and is more inspirational in tone.
The television ads will run through mid-April in a targeted
national cable television campaign. Among the dozen cable channels showing the
ads are the American Heroes Channel, Food Network and MSNBC.
Meanwhile, Carnival has launched a series of ads that feature
inanimate objects talking about how much fun there is on a Carnival cruise. The
narrators include a pair of cut-off jeans, a beach towel and a coconut. The
tone is whimsical and enthusiastic.
Over fast-moving shots of waterslides, recumbent "SkyRide"
bicycles and a ropes course, the narrator describes a place where playgrounds
are huge and bicycles fly. The end of the 15-second ad reveals the talking
shorts lying on a stateroom bed. "I'm jorts, man," says the narrator
(jorts is a contraction of jeans and shorts), "and there's no going back
to the pants I used to be!"