Carnival Launches New Major Branding Initiative

Carnival Cruise Lines will debut a new branding campaign designed to capture the essence of the Carnival vacation experience, which the line said “embodies spirited and spontaneous fun.” Under the tagline “Fun For All. All For Fun,” the new campaign will kick off with events featuring Guinness World Record attempts in Dallas and Philadelphia.

The first event, to occur in Dallas on Oct. 26, will try to set a Guinness record for the world’s largest beach ball. The second event, to take place in Philadelphia on Nov. 2, will feature a Guinness attempt for the world’s largest piñata. Footage from the events will be used to create two TV spots, which will soon begin airing nationally, and eventually in select local markets as well.

The new campaign also includes both a consumer and trade magazine component with new travel trade ads beginning Nov. 10 and a series of four consumer ads scheduled to run in “People” the weeks of Nov. 17 through Dec. 8.

The campaign also features a variety of online elements including Towel Animal Theatre, which involves a series of online videos that depict towel animals having amusing conversations with each other while the stateroom’s occupants are away.

The new campaign was created by Arnold Worldwide of Boston. To develop the campaign’s creative concept, Arnold conducted an intensive study involving more than 3,000 consumers, many of whom are Carnival customers.

The “Fun For All. All For Fun” tag, along with a new look and feel, will be fully integrated into brochures, direct mail and trade communications. These components of Carnival’s new branding campaign are the first of a number of new marketing initiatives planned for the coming year. Noam Murro will direct the TV spots. Murro is known for his award-winning commercials for Volkswagen, Hummer, “Monsters” and Nike. Most recently, he directed the movie “Smart People.”