Carnival Cruise Line launches new marketing campaign
Carnival Cruise Line will launch a new marketing campaign, “Funderstruck”, which invites people to choose the pleasure again by booking and vacationing with the American cruise line.
Building on Carnival’s Choose Fun brand platform, the company is introducing a brand new word – Funderstruck – to describe the unique feeling experienced when choosing entertainment on Carnival. Funderstruck will celebrate what travelers want right now and something Carnival is precision-crafted to deliver — unapologetic fun with those you love spending time with the most.
Carnival will showcase Funderstruck first via CRM and proprietary social media, followed by a series of back-to-back campaign activations during two pivotal cultural holiday moments. The first Funderstruck spots will air on ESPN and ABC during NBA games on Christmas Day, in addition to in-game and pre-game sponsorships. Funderstruck will then be in the spotlight, with Carnival sponsoring Times Square’s iconic New Year’s Eve celebration, thanks to a strong collaboration with ABC and the New York Times Square Alliance.
Carnival ends the year with a very successful restart of its guest operations, after a 16-month industry-wide pause in the United States Carnival returned 19 of its 22 United States-based ships – y including its newest ship, Mardi Gras, as it cements its position as America’s cruise line with the most guests of any cruise line. Looking ahead to 2022, its entire U.S. fleet and ten year-round homeports will be operational again in March, in time for the cruise line’s 50th anniversary. Carnival will also take delivery of two more ships in 2022 as it ramps up capacity to more than pre-pandemic levels.
The integrated campaign coincides with the cruise industry’s 2022 wave season, which is the annual cruise planning kickoff for millions of Americans and travel advisors. In addition to Christmas and NYE integrations, the Funderstruck message will be used on all Carnival-owned channels, OOH placements in key ports and food markets, national TV ads :15 and :30, and efforts highlighted by video streaming, audio streaming, podcasts, unique high-impact display and video efforts, and a social presence on TikTok, Snapchat, Instagram, and Facebook.
At multiple locations, guests enjoy the many Funderstruck experiences Carnival has to offer, from riding BOLT, the first roller coaster at sea, to simply tasting delicious chocolate ice cream, including with fellow passengers who share a feeling of euphoria and shameless pleasure. to be together again.
“Funderstruck is the unmistakable feeling when you choose to have fun on Carnival, and the kind of joyful experience essential to people’s health and happiness,” said Pete Callaro, senior vice president of brand and product marketing. for Carnival Cruise Line. “Carnival cruises are the perfect vacation to enjoy with those you’ve missed having fun with over the past year.”
The campaign, created by Anomaly, is an extension of the brand’s Choose Fun campaign launched in 2018. All paid media and onboarding elements were created by Initiative and supported by PR consultancy LDWW.
