Carnival Cruise Line: Choose Fun

Carnival Cruise Line, a cruise brand, ignited a passion for cruises among a new generation of travellers by putting its onboard experiences into some of the most-celebrated social occasions of the year.

While cruising is booming since the pandemic, so is the competition for long-term growth in the category. To protect our brand tomorrow, we need to recruit the next generation of new cruisers today. Carnival’s brand difference has always been its promise of carefree fun. But our research showed that while 77% of vacationers are cruise-curious, they don’t see cruising as an option for all-inclusive fun. It was crucial for us to break free from the confines of the cruise category and into the all-inclusive vacation space.

We shifted our marketing approach from delivering ‘fun in the feed’ to ‘feeding unmissable...

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