Carnival kicks off 2012 with new campaign

Carnival Cruise Lines has unveiled a new advertising campaign that takes a fun, light-hearted approach to promoting “the quality and value of ‘Fun Ship’ cruising versus traditional land-based vacations.”The multi-channel campaign launched Dec. 26 and blends national and regional executions across TV, out-of-home (billboards) and online media. The central theme of the campaign reinforces the notion that everyone deserves a fun, memorable vacation at a great price – and Carnival “delivers on this promise with a unique onboard experience at an exceptional value.”The Land vs. Sea campaign pits the carefree fun of a Carnival cruise against the most common land-based vacations such as visiting relatives, camping and going to an amusement park, in a humorous and memorable way. “The value of a Carnival cruise is clearest when juxtaposed against a land-based vacation and to get our message out in a big way, we used humour and identifiable moments to reach out to the 80% of the population who has never taken a cruise,”said Jim Berra, Carnival’s senior vice-president and chief marketing officer. The campaign takes into account two vacation trends – consumers’ desire for avoiding the hassles of air travel and finding great value. (