Carnival Cruise Lines, the world’s biggest cruise line by passengers carried, is launching its first UK-focused television campaign in a bid to raise brand awareness in the territory.
The Karmarama created spot breaks Sunday (6 January) and aims to show how much fun can be had on one of its cruises. The ad, narrated by comedian Peter Serafinowicz, shows British families and couples flicking a switch and being transported from routine everyday activities to the attractions of a Carnival ship.
Adolfo Perez, managing director of Carnival Cruise Lines UK, claims the spot is “unlike anything you’ll see in the travel sector”.
“We looked at what everyone else was doing and knew straight away that we wanted to be different”, he adds.
US parent company Carnival Corp, which also owns the P&O, Cunard, Princess, Holland America Line and Seabourn cruise brands, is hoping to exploit the growing interest in cruise breaks among UK consumers. The number of Britons taking a cruise in 2012 increased by 20,000 to 1.72 million and is forecast to grow by 2 per cent in 2013, according to the Passenger Shipping Association.
Carnival also owned the Costa Concordia, which ran aground in January 2012 causing the death of 13 people.
Carnival UK recently appointed former Premier Inn commercial director Gerard Tempest.
Carnival will have two ships in Europe for British holidaymakers from this year – Carnival Legend, sailing to Norway and the Baltics from Dover and Carnival Sunshine sailing the Mediterranean this summer.
If you have a great Travel & Lesiure case study from 2012 that can demonstrate innovation and ROI then make sure you enter the Marketing Week Engage Awards 2013. The deadline is 15 January and you can find more here.