Carnival Australia gets tactical around Christchurch ‘big things’ tourism campaign

Mayor Parker and Carnival CEO Ann Sherry

Cruise ship line Carnival has created a tactical ad to piggyback a campaign launched a fortnight ago to bring Australians back to quake-hit Christchurch.

The ad is a direct response to the Mayor of Christchurch Bob Parker’s bid to borrow some of Australia’s ‘big things‘ in a campaign for Christchurch & Canterbury Tourism, created by Iris Sydney.

A video features company CEO Ann Sherry explaining that if Mayor Parker can get hold of one big Aussie icon – either the Big Banana, the Giant Shrimp, Pineapple or Merino – then she will ship it over courtesy of Carnival.    

“You want the Big Merino, you want the Big Pineapple, you want the Big Prawn…if you can get one of those, I will bring it to you on one of our big cruise ships,” Sherry said in the video, which was produced inhouse.


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