Carnival Cruise Lines' "Didja Ever" advertising campaign will drive consumers to its Facebook page to share and discuss first-time experiences.
Launching this week on television and online, the campaign encourages people to think about things they have always wanted to do.
Carnival will promote the "Didja Ever" campaign through interactive broadcast, online, social media and local marketing efforts, which will drive people to the campaign’s headquarters on Carnival’s Facebook page, where Carnival has almost 426,000 Facebook fans.
As part of the campaign, Carnival is asking visitors to its Facebook page to share their "Top 100 Firsts." Carnival wants fans to "check things off their lists, share experiences through photos and video, and create once-in-a-lifetime events and memories."
Naturally, Carnival said that many of the things on people's wish lists can be fulfilled on a Carnival cruise.
Jim Berra, Carnival's senior vice president and chief marketing officer, said that the "Didja Ever" campaign "reminds people it’s time to make their list and start living that list to the fullest. And we’ll provide a little help along the way to fulfill some of these wishes in surprising and unexpected ways throughout the year."
Berra said the new campaign complements its almost 2-year-old "Fun for All. All for Fun" ad campaign.
In one of the new ads featuring voice-over provided by actor John Krasinski from NBC sitcom "The Office", two boys watch their mother "catch air" on a jet ski.
The narration ends with, "Mom just caught air. Now there’s a first. Tell us what you’ve always wanted to do, on Facebook."
The new TV spots will air on daytime and prime-time shows including NBC’s "Today," "Parenthood" and "The Office"; ABC’s "Good Morning America," "Grey’s Anatomy" and "Extreme Home Makeover"; and CBS’s "How I Met Your Mother," "Mike and Molly" and "Undercover Boss."
Carnival is also promoting the "Didja Ever" campaign through online advertising and video that will appear on sites such as YouTube, Yahoo, Hulu and ABC.com.