Carnival Cruise Lines: Let Fun Live

What's the enemy of fun? Complacency. When we get stuck in our routines, a mundane day-to-day version of fun becomes good enough. So, for the 2019 post-holiday push, we challenged Carnival's cruisers to demand more from their fun. To raise their bar to the level of fun that only Carnival can offer. It was that emotional truth that led Carnival's LET FUN LIVE Sales Event and made it Carnival's most successful post-holiday promotion to date. Partnerships with Instagram influencers helped introduce the promotion with YouTube Pre-roll videos and emails. Using GIFs of real spontaneous moments of unexpected fun, we brought the campaign to life and engaged would-be cruisers. Carnival experienced more bookings and saw more traffic after the work started running. Impressions, open rates, click throughs, and conversions far exceeded benchmarks and goals. Social activations and personalized hashtags helped Carnival engage and reward cruisers at sea. It also allows us to reconnect with people on social media at key times like their Cruise-iversary. Direct mail and follow up emails after their trip helped get people thinking "How can I have more fun again?"

Project Roles
Brand Strategy, Conceptual, Copywriting, Creative Direction, Interactive, Print, Social
Branding, Commercials - Video, Manifestos, Social Media Copy, Websites
Project Industries
Carnival Cruise Lines: Let Fun Live