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Carnival Corp. makes waves on TV

News, 09 February 2017

LAS VEGAS: Carnival Corporation, the cruise-line company, has produced a diverse slate of TV series intended to help its brands demonstrate the attractiveness of taking a modern vacation at sea.

Arnold Donald, President/CEO of Carnival Corp – which owns ten cruise brands, including Fathom, Cunard and P&O Australia – discussed this topic at CES 2017, an event held by the Consumer Technology Association (CTA) in Las Vegas.

More specifically, he referenced four series produced by the firm under an OCEAN ("One Cruise Experience Access Network") initiative.

"Any successful experiential enterprise has got to have a strong media presence," said Donald. (For more details, read Warc's exclusive report: Carnival Corporation learns to act like a media company.)

"So, in a first for the cruise industry, we have created and produced our own OCEAN original TV series, as current guests and future guests follow the adventures of ours hosts travelling the world on our ships.

"It's our hope that [viewers] will be inspired – truly inspired – to take a cruise or an ocean vacation."

One example of this is "Good Spirits", where cocktail chef Matthew Biancaniello takes a cruise in order to seek out ingredients and flavors to make drinks encapsulating certain places and cultures.

The first episode is due to broadcast later this month on the A&E and FYI networks. And Carnival will extend this idea onto its ships by installing the "Good Spirits Lounge" – offering a range of enticing beverages – in its latest vessels.

"We'll actually take 'good spirits' from the show and create, on the ship, the Good Spirits Lounge," said Donald. "Guests on all Medallion-class ships will be able to enjoy signature cocktails inspired by places and cultures from around the world, just like the ones on the show."

Good Spirits follows on the heels of three series – "Ocean Treks with Jeff Corwin" (broadcast on ABC), "The Voyager with Josh Garcia" (NBC) and "Vacation Creation" (The CW) – which were also produced by Carnival and aired late last year.

But while Donald emphasised the innovative nature of Carnival's activity in this space, he reminded the CES delegates that its Princess Cruises brand played a starring role in "The Love Boat", a popular TV sitcom running from 1977 until 1986.

"The series was an instant hit and soon millions of viewers were dreaming of sailing the seas on their own vacation," he reported.

Data sourced from Warc