Carnival Cruise Line returns focus to ‘Honeyboomers’
Carnival Cruise Line has returned to its target demographic of ‘the Honeyboomers’ in a social media campaign that encourages couples to reconnect with their friends.
The campaign film follows Simon and Kelly O’Keeffe, who were asked to nominate a couple they are friends with to go on an all-expenses paid cruise together and reconnect.
The first Honeyboomers campaign was launched in 2017 by Red Engine SCC, targeting couples whose children are old enough to be left at home whilst they go on a holiday.
Redengine SCC creative director, Duncan Shields, said in a statement: “After a decade or more focusing all of their energy on work and raising their kids, Honeyboomers are ready and eager to spend some quality time with the people that matter most – their partner and favourite friends.
“Time together free from carpools, Saturday sport, work deadlines and dishes, parents can finally get back to being the fun people they were before the kids. Plus, going on a Honeyboom cruise with your favourite couple means some unforgettable memories are bound to be made.”
Carnival Cruise Line Australia marketing director, Jayne Andrews, said: “Whilst Carnival is known for being the family cruise line, our holidays are also popular with couples looking for a fun-filled holiday experience. Over the past few years we’ve noticed a rise in couples enjoying a Honeyboom, now their kids are old enough to stay at home. And, more recently, a trend for these couples is to bring their friends along as well. It was great to work with Simon and Kelly, our real-life Honeyboomers and to help them share the Carnival experience with their friends.”
The campaign will be supported by PR, social, retail and customer communications.
Credits
Client: Carnival Cruise Line Australia
Marketing Director: Jayne Andrews
PR and Social Media Executive: Anja Cohen
Creative Agency: Redengine SCC
Creative Director: Duncan Shields
Assistant Creative Director: Ben Harrison
Strategy Director: Paul Isbell
Account Director: Chloe McCormack
Account Manager: Madie Zillhardt
Associate Planner: Michael Waddups
Senior Producer: Brynn Fulcher
Honeyboomers. Just imagine being the marketer whose career pinnacle has been scaled by coming up with that from behind the two way mirror. What an adventure in whiteboarded segmentation mediocrity.
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