As the world reopens, a new integrated campaign shows why Carnival is the best and most fun holiday choice for Aussie families
Finally, Australians will be able to set sail again, and Carnival are ready to show just how exciting a cruise can be through a new campaign that dials up the fun.
Clemenger BBDO Sydney, who have been working with Carnival since 2019, have developed an integrated campaign that will mark its first Australian-based work with the brand, and taps into the country’s desire to travel again, after a few challenging years.
Running nationally, the campaign will inspire Aussie audiences to “choose fun”, showing that a Carnival cruise is exciting from the get-go.
Depicting pre-cruise excitement, from packing a suitcase to choosing your best pool-side shirt, the upbeat TVC, OLV, social and radio creative plays into the anticipation that travellers feel prior to embarking on a cruise holiday with Carnival.
Darren Wright, executive creative director of Clemenger BBDO Sydney, has emphasised that the thrill of just anticipating a holiday played into the strategy.
“The ‘choose fun’ global platform has worked amazingly well for the brand over the years. We wanted to bring it to life by tapping into the anticipation of the fun you can have on a Carnival holiday. A lot of families haven’t had a proper holiday for a while, so getting ready for one of the most fun ones you can have is a great space to play in.” Wright said.
Audiences can also expect to encounter the campaign across large format and street furniture OOH, where the creative plays into the fun travel trope of forced perspective with Carnival’s cruise ships.
Carnival Cruise Line Australia vice president, Kara Glamore, has outlined why dialling up the fun was an important part of this campaign.
“Carnival offers fun experiences from start to finish. Even before you board, Carnival instils a sense of excitement and anticipation in travellers, and we are proud to have developed a campaign that successfully communicates that fun to future guests of all ages.” Glamore said.
CLIENT: Carnival Cruise Line Australia
VICE PRESIDENT: Kara Glamore
SENIOR DIRECTOR, SALES AND MARKETING: Anton Loeb
BRAND AND RETAIL MARKETING MANAGER: Nicole Bradbury
CREATIVE AGENCY: Clemenger BBDO Sydney
EXECUTIVE CREATIVE DIRECTOR: Darren Wright
COPYWRITER: Julia Kenny
DESIGNER: Maria Fernanda Ancines
HEAD OF SOCIAL: Lewis Steele
SENIOR BUSINESS DIRECTOR: Gracie Smith
BUSINESS MANAGER: Athina Bambaliaros
AGENCY PRODUCER: Jo Howlett
PRODUCTION COMPANY: Airbag
DIRECTOR: Uncle Friendly
EXECUTIVE PRODUCER: Martin Box
STILLS PHOTOGRAPHER: Nick Bowers, Photoplay
EDITOR: Graeme Pereira, Arc Edit
GRADE / ONLINE: White Chocolate
MUSIC: Otis Studios
SOUND DESIGNER: Robbie Balatincz
MEDIA AGENCY: SPEED