Carnival Cruise Line said it has launched a series of trade ads featuring travel agents and depicting them as, as the line put it, "fun facilitators."
Carnival said that "the ads emphasize what makes travel advisers special -- the transformative guest experiences at sea that can only be delivered by travel advisers who know both their client and the Carnival product."
Individual ads position travel advisers as fun expeditors with such headlines as "Travel Agent? More Like Quality-Time Curator" and "Travel Agent? More Like Good-Time Guru."
Other ads touch on how the Carnival cruise experience can change guests, with headlines like "Super Serious Kevin Is Now Watermelon Floatie Kevin. Well Played."
"The ads are playful, eye-catching and engaging, and we think that they'll resonate with our travel partners and reinforce how important they are to us and to their clients," said Adolfo Perez, senior vice president of sales and trade marketing for Carnival.
In a first, Carnival said, the print ads from the campaign will be available to agents to download from the marketing library on GoCCL.com to share on their website, display in their office or post on social media platforms.
"We really want to expand the campaign beyond print publications so it can also be a tool for travel advisers to showcase and grow their business," Perez said.
The campaign supports Carnival's 2019 product news, including the line's West Coast expansion, Carnival Panorama updates, previews of the upcoming cruise ship the Mardi Gras and new European itineraries.
Carnival's last trade campaign, "Together We're Better," was launched in 2016.