Carnival Cruise Lines: WAVE Campaign

This case study describes how British-American cruise line Carnival stimulated demand for its 2014 Wave Season, the annual cruise industry sales blitz.

Carnival Cruise Lines: WAVE Campaign

The Lacek Group

Objective of the campaign

Wave Season, the annual cruise industry sales blitz, runs from January through March each year and is a key promotional period for cruise lines and guests. Cruise lines offer special discounts and incentives, and in-the-know customers often wait for Wave Season to book their next cruise vacations, expecting to be offered the best deals. The 2014 Wave Season was especially important to Carnival Cruise Lines: recent negative, highly publicized incidents had affected demand.

Our objectives for Carnival's 2014 Wave campaign included:

  • Stimulating demand (in 2014 cruise bookings) among...

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