After launching in market in January, Carnival Cruise Line’s 100% Holiday platform has expanded with a new phase focusing on holiday brain, via Today the Brave.
Leveraging a narrator named Carlo, the campaign plays on the idea that peoples’ brains act differently when they’re holidaying on a Carnival cruise ship – rather than worrying about the everyday matters that plague them, they instead are firmly in holiday mode.
“Holiday Brain is a perfect representation of how guests feel on a Carnival cruise, knowing that everything they need is taken care of and they can truly switch off and enjoy their break,” said Carnival Cruise Line Australia’s senior director, sales and marketing, Anton Loeb.
The platform uses several films of varying lengths – six seconds, 15 seconds, 30-seconds and 45 seconds – in addition to radio, TV, out-of-home (OOH) and cinema channels to raise awareness of the cruise provider’s 100% Holiday brand narrative.
ADVERTISEMENT
According to Today the Brave creative director, Vince Osmond, the campaign purposefully breaks the run-of-the-mill cruise marketing conventions to establish a deeper connection with audiences.
“The default in the cruise category is to overwhelm audiences with experience montages,” Osmond said.
“But we knew we could connect with people through deeper insight and break the category convention. The universal feeling of “Holiday brain” provides just that.”
Credits:
Agency: Today the Brave
Head of Strategy: Alyce Gillis
Creative Partners: Jade Manning, Vince Osmond
Creative Team: Kate Idle, Cyndall McInerney, Hannah Lawson
Head of Design: Ethan Hsu
Operations & Production Director: Alistair Pratten
Resource Director: Kate Gregson
Managing Partner: Jaimes Leggett
Group Business Director: Cosmo Haskard
Account Executive: Anika Berkelouw
Brand: Carnival Cruise Line
Vice President: Kara Glamore
Senior Director, Sales & Marketing: Anton Loeb
Brand & Retail Marketing Manager: Nicole Bradbury
Marketing Content Specialist: Alison Steele
Production Co: Sweetshop
Director: Trevor Clarence
Managing Director: Greg Fyson
Producer: Nicole Crozier
Post House: Vandal
Editor: Ben Jones
Sound: Vandal
DOP & Photographer: Alex Serafini
Casting: Danny Long Casting
Media Agency: Speed
Client Partner: Meredith Ansoul
Client Director: Emma Smallwood
National Head of Strategy: Rachel Teh
Client Planner: Peta Van Agten
Digital Director: Callum Coleman
Trading Manager: Meg Anderson
Performance Executive: Emily Sow