Honeyboomers escape the kids in Carnival Cruise Line online campaign

Carnival Cruise Line are targeting a new demographic – ‘the Honeyboomers’ – in its latest online campaign.

Created by Red Engine SCC, the ‘Are You a Honeyboomer’ spots features relationship expert John Aiken and couples travelling for the first time without their teenage children.

The campaign was based on research commissioned by Pure Profile that found over 20% of couples hadn’t been on a holiday without their children for five years or more.

35% of people said they would take a child free holiday to “remember why they got married in the first place”.

Jayne Andrews, marketing director of Carnival Cruise Line Australia, said in a statement: “In the past four years, we’ve seen an 80pc increase in couples with older children sailing without their kids, experiencing new and fun travel adventures.

“Having kids changes everything, so when the time comes for couples to have a kid free holiday again, they’re embracing it.

“The campaign celebrates this time, and sparks consideration for those new to cruising, that taking a Honeyboom on Carnival can reignite the fun in their relationship.”

Kate Richardson, head of strategy at Red Engine, said: “By creating a desire around this occasion, we can help couples relive a new sense of freedom (last experienced in the pre children years) with the fun of a cruising holiday with Carnival.”


  • Red Engine SCC
  • Creative Director: Mitch Alison
  • Senior Creative: Ben Harrison
  • General Manager & Head of Strategy: Kate Richardson
  • Senior Digital & Content Strategist: Paul Isbell
  • Senior Social Media Manager: Jade Waite
  • Producer: Samantha Farrance
  • Group Account Director: Andrew Killey
  • Senior Account Manager: Katy Ward
  • Carnival Cruise Line
  • Marketing Director: Jayne Andrews
  • Brand & Retail Marketing Manager: Cassandra Drougas
  • Digital Lead: Angela Diamant
  • Fleishman Hillard
  • Account Director: Jessica Dunne
  • Account Manager: Samantha Drummond


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