Carnival Cruise Line Launches Multi-Million Pound Branding Campaign

Carnival Cruise Line launched a new multi-million pound branding campaign this week, which introduced a brand new look and feel to the company's various advertising, marketing and collateral materials. The centrepiece of the wide-ranging programme is a series of thirty-second television advertisements. Backed by the Queen classic You're My Best Friend, the adverts feature images of guests of all ages enjoying a Carnival cruise.

Pegged to the song's key lyrical phrase "Oooh, you make me live," three different adverts have been created, each targeting a core market for Carnival. No Age Limit on Fun showcases multi-generational travel, A Big New World is aimed at families and A World of Delightful Surprises focuses on the romantic aspect of cruising. Although they are intended for specific audiences, all three adverts convey Carnival's ambiance and diversity of choice, both on-board and ashore.

"Carnival has earned its title of world's most popular cruise line by providing our guests with fun, memorable vacations that are a great value. This new TV ad campaign truly captures the essence of our brand in an entertaining and creative way," said Ruben Rodriguez, Carnival's executive vice president of marketing and guest experience. "Exciting new ships and innovations such as the Evolutions of Fun ship refurbishment programme have added an entirely new dimension to the Carnival vacation experience and this branding effort reflects the continued evolution of the 'Fun Ship' product," he added.

The advertisements are just one area of a multi-million pound branding effort that is built around the charge to ‘Let the Fun Begin’, intended to highlight the company's core brand value of providing guests with fun, memorable trips. The phrase has been incorporated into a new consumer and trade print advertising campaign, as well as a variety of marketing and collateral materials. The new print campaign encompasses full-page images taken from the various TV shots, with pictures of couples and families relaxing in scenic locations and enjoying on-board activities typically associated with ‘Fun Ship’ cruising.

A central design element of the marketing materials, from the line's new fleet brochure to web banners, is a playful new ‘swirl’ motif; a wave-like design that serves to frame photos and other images in the pieces.