Clemenger BBDO Sydney and Speed launch new campaign for Carnival Cruise Line

As the world reopens, a new integrated campaign developed by Clemenger BBDO Sydney and in partnership with media agency SPEED portrays Carnival as the best and most fun holiday choice for Aussie families wanting to explore.

Clemenger BBDO Sydney, which has been working with Carnival since 2019, has developed an integrated campaign that will mark its first Australian-based work with the brand and taps into the country’s desire to travel again, after a few challenging years.

Last year, Carnival Cruise Line Australia appointed Clemenger BBDO Sydney’s Flare to its digital account, and independent media agency Speed to its media strategy and buying.

https://www.youtube.com/watch?v=wRfJ9Xsw80Y

Running nationally, the campaign will inspire Aussie audiences to “choose fun”, showing that a Carnival cruise is exciting from the get-go.

Depicting pre-cruise excitement, from packing a suitcase to choosing your best pool-side shirt, the upbeat TVC, OLV, social and radio creative play into the anticipation that travellers feel prior to embarking on a cruise holiday with Carnival.

Audiences can also expect to encounter the campaign across large format and street furniture OOH, where the creative plays into the fun travel trope of forced perspective with Carnival’s cruise ships.

Clemenger BBDO Sydney ECD, Darren Wright, has emphasised that the thrill of just anticipating a holiday played into the strategy.

“The “Choose Fun” global platform has worked amazingly well for the brand over the years. We wanted to bring it to life by tapping into the anticipation of the fun you can have on a Carnival holiday. A lot of families haven’t had a proper holiday for a while, so getting ready for one of the most fun ones you can have is a great space to play in.” Wright said.

Carnival Cruise Line Australia vice president, Kara Glamore, has outlined why dialling up the fun was an important part of this campaign.

“Carnival offers fun experiences from start to finish. Even before you board, Carnival instils a sense of excitement and anticipation in travellers, and we are proud to have developed a campaign that successfully communicates that fun to future guests of all ages.” Glamore said.

Credits

Client: Carnival Cruise Line Australia
Vice President: Kara Glamore
Senior Director, Sales and Marketing: Anton Loeb
Brand and Retail Marketing Manager: Nicole Bradbury

Creative agency: Clemenger BBDO Sydney
Executive creative director: Darren Wright
Copywriter: Julia Kenny
Designer: Maria Fernanda Ancines
Head of Social: Lewis Steele
Senior Business Director: Gracie Smith
Business Manager: Athina Bambaliaros
Agency Producer: Jo Howlett

Production company: Airbag
Director: Uncle Friendly
Executive Producer: Martin Box

Stills Photographer: Nick Bowers, Photoplay
Editor: Graeme Pereira, Arc Edit

Grade / online: White Chocolate
Music: Otis Studios
Sound Designer: Robbie Balatincz
Media agency: SPEED

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Emma Shepherd

Emma Shepherd was the acting deputy editor at Mumbrella who has over seven years of print and digital experience in the industry and has previously worked as a reporter for media outlets Bauer Media (now Are Media), Yahoo Australia, and a content strategist and writer for various independent marketing agencies.

topics Carnival Cruise Line Australia Clemenger BBDO Sydney Darren Wright Flare kara glamore national campaign

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