Carnival Cruise Line: Becoming America'S cruise line

Carnival Cruise Line (CCL), a cruise trips brand, used consumer data to tailor its communications campaign in order to efficiently increase awareness for its new cruise ship launch in the US.

Campaign details

Advertiser: Carnival Cruise LineBrand: Carnival Cruise LineAgency: M BoothCountry: United States

Situation Analysis

In January, 2016, Carnival Cruise Line (CCL) announced its newest ship, Carnival Vista would arrive in the US the following November 4-smack dab in the middle of a contentious election season. To breakthrough election news, but with no actual news to promote in the 11 months between announcement and arrival, CCL challenged M Booth to "launch" Vista early and keep the momentum going from shipyard to port. But, how do you promote a ship when she hasn't even...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands