Carnival — Land vs. Sea
In a down economy, people were cutting spending everywhere. Cheaper groceries, fewer nights out, leftovers. The family vacation, when still possible, had become a shade of itself — road trips, stay-cations, nearby amusement parks, camping. And, worst of all, the dreaded "trip to see the relatives."
Carnival wanted to remind people how awful a land-based vacation could be. That a Carnival cruise was of a similar cost, but without the hassle and compromise people took for granted on land. Comparing the two provided context for the majority of America that had never been on a cruise, and didn't know how it stacked up against the old standbys.
The campaign focused on cities with a nearby Carnival post. We pushed against local vacation favorites like Six Flags, Great Wolf Lodge or Atlantic City, and reminded people how close a Carnival cruise truly was. We extended our story by highlighting different land-based scenarios (and their corresponding pain points) in targeted online videos, banners and OOH.
One Show — Merit