Carnival Cruise Lines
To say working on Carnival Cruise Lines over the last two years has been smooth sailing would be pretty far from the truth. The brand encountered a series of unfortunate events made even worse by their mainstream publicity. After the waters calmed, we realized the only way to get back on track was to show people that cruising isn’t scary and prove to them that it really was still fun.
In the case study below, you’ll see some of the problems the brand faced and how we helped them overcome (I worked on quite a few of the projects featured). Following, is more work that helped move the needle in the right direction after a very rough year for the brand.
20 Great Dates on a Carnival Cruise (Digital)
Banner ads are the highway billboards of the internet. People don't generally click them. So we took a cue from blogs and BuzzFeed and turned over 20 high-impact digital units into a listicle that basically boiled Carnival.com into browsable, curated content for couples who haven't cruised with Carnival before.
By relating all the onboard activities to ones they might have experienced on land, couples would be more apt to consider a cruise for their next getaway. These are some of Carnival's best performing high-impact units to date. (Pretty good for banners.)
THE FUNNEL AWARDS (SOCIAL)
As a way to capitalize on the conversations around the current award show season, we created The Funnels – Carnival’s own branded award show that celebrates the best of the best in cruiser-generated content (aka: photos that our cruisers took onboard and tagged Carnival brand in across social media).
The Funnels rewarded Carnival’s cruising community with an all-Facebook event held during the biggest award show of the season – The Oscars.
Needless to say, our Facebook community loved it, resulting in a lot of engagement with the brand.
CARNIVAL CRUISE LINE'S FIRST & FUN (Partnership)
Our partnership with the Dallas Cowboys brought us an unique opportunity: developing a video segment that would run during their coverage from The Cowboys training camp in Oxnard, CA. We created a show-like concept called First & Fun.
In First & Fun, Lindsay brings us the best of Cowboys football and Carnival fun. For 23 segments, we gave an inside look at the fun firsts Lindsay is had onboard a Carnival cruise before getting an up-close look at what’s going down at training camp. Below are a few segments from the show.