Posts Tagged ‘ad campaign’

Royal Caribbean’s ad campaign “Get Out There” is going, going, gone…

The Wall Street Journal is reporting Royal Caribbean and new agency partner JWT are launching a new ad campaign Monday, November 10.

The launch follows by only a few days Carnival’s new campaign – interestingly with former Royal Caribbean agency Arnold.

Royal Caribbean is sailing away from the successful 9-year-old "Get Out There."  The new campaign is dubbed "The Nation of Why Not."  The Nation of Why Not kicks off with two television commercials (30-second and 60- second versions) inviting vacationers to secede from land and become citizens of “the nation.” The tongue-in-cheek spots - a combination of live action and animation - begin November 10, during morning show programming on ABC and NBC television networks, and during primetime programming on ABC and CBS. The commercials highlight Royal Caribbean’s global destinations.

 

The reason given by the Wall Street Journal is RCL is going after more revenues from European and Asian consumers. WSJ cites Royal Caribbean’s third-quarter earnings call last week when it was stated that more than 40% of revenues will come from outside of North America in 2009 , up from 30% last year.

While that may be true, I think the strategy is larger than that.  After all, 60% of revenues will still be from North America.  “The Nation of Why Not” may also be a smart, timely play off the recent historic election and current forward-looking mentality towards economic recovery.  In addition, research shows destinations play an important role in consumer cruise choices, so RCL may be promoting its depth of destination alternatives to U.S. consumers.

The ads creatively challenge viewers to do things at sea that they could not do on land, such as “Why not ice skate on the equator and climb mountains at sea?” Additionally, print ads will launch in forty newspapers nationwide on Sunday, November 16, 2008.

Travel and cruise industry professionals will be introduced to The Nation of Why Not on Monday, November 17, with the first edition of “The Why Not Herald,” an insert in key travel trade publications across the United States and Canada. Subsequent editions will feature the new brand campaign’s print advertisements.

See the Nation of Why Not 

Updated 10/10/08

 

Carnival ready to launch new ad campaign with agency partner Arnold

Ad agency and media bible Brandweek magazine is reporting Carnival Cruise Lines will soon debut a new ad campaign under the tagline "Fun For All. All For Fun."   This has been highly anticipated, since Carnival dropped CooperDDB for Arnold in June 2008. Arnold was the agency of record for Royal Caribbean until December 2007.

The new campaign will start Oct. 26 in Dallas with a World Record attempt to create the biggest beach ball followed by the largest pinata Nov. 2 in Philadelphia (details below). According to Brandweek, footage from the events will be used to create national TV spots.

Carnival's signiture in room activityOther advertising includes a series of online videos based on Carnival's "get your pod chirping" in-room activity - the towel animals (pictured here with a soft toy friend who apparently wants to get in on the act).  The online clips are at www.carnival.com/funville undoubtedly with the hope of going viral on the likes of YouTube and other social networks.

Further event details:

The first event is Sunday, October 26th at 12 noon at Pegasus Park in downtown Dallas.  The World's Largest Beach Ball is 35 feet tall or about 3 stories. Senior Cruise Director John Heald will be in attendance tossing around the humongous beach ball.

The second event is in Philadelphia's City Center at North 20th and Market streets on November 2.  The World’s Largest Piñata is 62 feet tall and 55 feet long or about six stories - and filled with 8,000 pounds of candy. Click here for an on-the-spot account or here for an ad age video wrap up.

Updated 10/6/08.