CARNIVAL CALL-TO-ACTION

Carnival Cruise Lines will feature a travel agent call-to-action in new marketing materials beginning with its fall television advertising campaign. With this modification, marketing materials will include a call-to-action guiding consumers to contact a travel professional, carnival.com or 1-800-CARNIVAL. “We’ve heard loud and clear from travel agents that in order to build business together, we need to do a better job of guiding the millions of consumers we reach through our marketing initiatives to contact a travel agent,” said Joni Rein (pictured), Carnival’s vice-president of worldwide sales. “We are so excited to introduce this message with our new fall television campaign and hope it will drive visibility to the value of using a travel agent when consumers decide to book a cruise.”

Carnival’s decision to introduce a travel agent call-to-action comes as a result of the line’s travel agent outreach program, Carnival Conversations, launched in early July. With this modification, travel agent call-to-actions will debut in Carnival’s new 30-second television advertisements appearing this fall. Similar 60-second television advertisements will end with a simple image and brand logo versus a specific call-to-action. In addition, a travel agent call-to-action will be featured on all e-mail and direct mail pieces as well as other marketing pieces depending on space and creative direction. (http://www.GoCCL.com)