Carnival Cruise Lines officially kicked off
its new, multi-million-dollar brand campaign with a series of new
30-second TV spots that will feature the Queen song, "You're My
Best Friend," played over videos of guests on a Carnival cruise.
Carnival said the ads
are meant to "convey Carnival's memorable vacation experience by
transporting viewers into the relaxed and carefree environment of a
'Fun Ship' vacation" by pegging the song's key lyrical phrase,
"Oooh, you make me live," into three different spots.
Each of the three
spots targets one of the cruise line's core markets, Carnival said,
with one showcasing multi-generational travel, another aimed at
families and the last one focused on the romantic aspect of
cruising.
The 30-second TV
commercials were created by Coral Gables, Fla.-based CooperDDB, and
will air on all major broadcast networks and cable channels such as
USA, TNT, TBS, Food Network, Travel Channel, HGTV and Discovery
Channel.
CooperDDB created the
ads, along with the rest of the branding campaign, in an effort to
build around the new slogan, "Let the Fun Begin," Carnival said.
The company added that the phrase is meant to reinforce the
company's "core brand value of providing guests with fun, memorable
vacations."
Besides the TV ads,
the slogan has been incorporated into a new consumer and trade
print advertising campaign, as well as a variety of marketing and
collateral materials.
The print part of the
campaign will feature images taken from the TV spots and will run
in national newspapers; consumer magazines such as People, Oprah,
Martha Stewart Living, Food & Wine and Redbook; and travel
trade publications.
The cruise line said
it would send travel agents new marketing materials, also part of
the campaign, including postcards, stickers, coasters and items for
agents to display in their offices.
The first of the new
spots, focusing on family cruising, can currently be viewed at
www.carnival.com/promo/tv.
To
contact the reporter who wrote this article, send e-mail to Johanna
Jainchill at [email protected].