Land versus Sea; so many choices

Carnival recently announced an upgrade to its advertising campaign just ahead of the 2012 wave season. Right on the heals of NCL’s “Cruise like a Norwegian” and RCL’s “The Sea Is Calling” Carnival’s “Land Versus Sea” commercials are aimed directly at the yet to be tapped first time cruiser market.

What destinations can cruiser newbies discover aboard Fun Ships in 2012? And from what home ports can they set sail? What could Cruise Market Watch do but count and map the options in the interactive table below.

Nightly Business Report

Cruise Market Watch appears on PBS's Nightly Business Report, Friday November 20th, 2009 discussing the cruise industry and launch of the new mega ship, Oasis of the Seas.

Why Choose to Cruise?

Many reasons, but none more important than what real customers have to say.  Here are some video comments from real cruisers interviewed by July 18th at the Port of Miami.

Decision criteria in ship selection from onboard interviews are summarized on our research page.

Carnival’s “Fun For All. All For Fun” TV Spots to Launch Dec 25

Carnival Fascination docked in Nassau, Bahamas...

Carnival Fascination docked in Nassau, Bahamas in May, 2009. (Photo credit: Wikipedia)

As announced by Cruise Market Watch October 23, Carnival's new TV advertising campaign "Fun For All, All For Fun" will use 30-second spots created from its events carried out in Dallas and Philadelphia involving the world's largest inflatable beach ball and piñata.

“Fun is more important today than ever,” said Ruben Rodriguez, executive vice president of marketing and guest experience for Carnival Cruise Lines.  “These new spots capture a sense of genuine, spontaneous fun which is the same kind of experience that makes a Carnival cruise such a memorable vacation.”

“There is a difference between telling consumers you’re fun and actually being fun,” added Pete Favat, Arnold’s chief creative officer. “These commercials truly capture the essence of fun and you can’t help but have a good time watching them. We hope that this will create even more passion for the Carnival Cruise Lines brand among consumers.”

Noam Murro directed the TV spots. Murro is well known for his award-winning commercials for Volkswagen, Hummer and Nike. Most recently, he directed the movie “Smart People.”

Details posted today by Ad Week.


P&O Cruises new ad campaign to launch

P&O Cruises and its ad agency partner Miles Calcraft Briginshaw Duffy (MCBD) are launching their new promotional campaign on Boxing Day, December 26.  Boxing day is a public holiday in the United Kingdom, Canada, New Zealand and Australia and marks the start of the strong travel-selling season in the UK.

The TV campaign is dubbed “Every Day is Different” and will run until early March 2009.  It features seven different spots that communicate “what it is that makes every day of a P&O Cruises holiday so different” according to Head of Brand Marketing Philip Price. There will also be online, radio and print components. Travel agents will be the first to see the campaign this week in Travel Trade Gazette print advertisements.

Video of P&O’s previous campaign “There is a World Out There” is featured below.

The Mortgage Meltdown: The Consumer Behavior Impact


The current crisis will be reminiscent of the post 911 "cocooning" phenomena that lead, to among other things, a revolution in kitchen home remodeling towards creating larger and more accommodating spaces to share and enjoy with friends and family.

A new post "Mortgage Meltdown" economy will manifest itself in everything from food (smaller portions) to shopping (socially and environmentally conscious) and excursions (healthy, smaller social footprint).  For the next several years, keywords will be caring, self-consciousness, reflection on "what's really important" and restraint - the opposite of anything appearing as gluttony or greed.

According to a new Ad Age article, Celebrity "is said to be pondering whether its messaging, which uses the 'Starring you' tagline to focus on the pampering, indulgent treatment it offers guests, is right for the economically challenged times."


Get Your Pod Chirping; The Video

By popular demand, we are proud to present the video version of the widely praised blog post "Get Your Pod Chirping; Grow Your Market Share."