Carnival Corporation: The face of the cruise industry

Carnival Corporation, a cruise and leisure company in the US, launched a campaign to target consumers who had never cruised and raise brand awareness by boosting yield and demand for cruise vacations.

Campaign details

Advertiser: Carnival CorporationAgency: LDWWgroup

Situation Analysis and Objectives

Suffering highly damaging ship incidents in previous years, Carnival Corporation made a dramatic financial and reputational recovery in 2014. To continue growth after strong brand performances, increasing passenger numbers and a significant 25% earnings increase in 2014 presented a major challenge. The goal for the company and its leadership now was to reach people who had never cruised and go after the broad vacation market by making cruising part of the consideration set for people who may be considering a typical land-based or beach vacation.

In 2014,...

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