MIAMI, Jan. 22, 2015 /PRNewswire/ -- Carnival
Corporation & plc (NYSE/LSE: CCL; NYSE: CUK), the world's
largest travel and leisure company, has an urgent reminder for
consumers wanting a great vacation for the rest of their lives:
Time is running out to be entered to win a yearly cruise for
life.
Entering the contest is easy and gives consumers a unique chance
to participate in a national ad campaign by providing input on four
final TV ads – all designed to show consumers who have never
cruised why it is a great vacation experience, at an exceptional
value. One of the concepts will be used as the company's first-ever
multi-brand TV commercial in early February – timed with the cruise
industry's yearly first-quarter surge in bookings, known as "Wave
Season." All four TV ads will be used on various platforms in
2015.
As of last week, consumers can visit YouTube's "Ad Blitz"
channel to view "teasers" of Carnival Corporation's four ad
concepts and follow links to the company's recently launched
"World's Leading Cruise Lines Marketing Challenge," where they can
vote on their favorite commercials and enter the contest. Hosted by
comedian and actor Cedric the Entertainer, this crowdsourcing
contest lets consumers "join the marketing team" at Carnival
Corporation.
"We've enjoyed having the opportunity to hear from more than
80,000 consumers on which of these ad concepts resonate with them
in telling the story of cruising, and we hope even more people will
take this chance to tell us which of these four ad concepts they'd
like to see throughout 2015," said Ken
Jones, VP of group marketing and insights for Carnival
Corporation. "We hope this process gives us valuable insight on our
advertising concepts and, most importantly, shows consumers why
cruising is the best vacation there is, and provides a glimpse into
why certain myths about cruising are just not true. Our nine brands
offer excellent vacation packages during wave season, so for rookie
or veteran cruisers, this is a great time to consider booking a
cruise."
In teaming up with Google to publish its commercials on
YouTube's "Ad Blitz," Carnival Corporation's teasers and final ad
will be featured on the channel. Carnival's commercials will
also be used as advertisements prior to related travel videos on
YouTube and similarly, shown as suggested "promoted" videos when
consumers are viewing specific travel videos.
"YouTube is the number one place people go to watch commercials
after they air on TV," said Jessica
Rodbell, Head of Industry, Travel for Google. "We're excited
that Carnival Corporation is making its new ad concepts available
on the teaser gallery of YouTube's Ad Blitz channel to the millions
people who watch, share and vote for their favorite spots."
To Check Out and Vote on TV Spots, go to
WorldsLeadingCruiseLines.com
Consumers can visit Carnival Corporation's new campaign hub
created by BBDO Atlanta – WorldsLeadingCruiseLines.com – for
details on how to vote in the Marketing Challenge and be entered to
win a cruise every year for life. The winner of Carnival's
Marketing Challenge is scheduled to be announced the week of
February 5. Rough-cut preview videos
of the four finalist ad concepts are available for review and
voting. This final round of voting will help determine which of the
finalists will run from the following spots:
- "Getaway": Cruising gives guests the
chance to get away from all the stresses of life
- "Cruise Virgin": These people tell
about their first time to cruise – which they happily remember
- "Message in a Bottle": Special moments
of cruising are in a message in a bottle
- "Mystery Spot": This idea contains a
surprise that will remind people just how special the sea is
The commercials were created by BBDO Atlanta, part of BBDO
Worldwide, which was recently named Global Agency of the Year by
Adweek magazine. BBDO collaborated with Academy Award-winning
cinematographer and Hollywood
director Wally Pfister – best known
for his work on Transcendence, Inception and The Dark Knight
trilogy – to develop Carnival Corporation's first-ever commercials.
The final commercial will be a 60-second spot selected from the
four finalist full-scale production ads.
Carnival Corporation's first-ever TV commercial is part of the
company's recently launched multi-brand marketing initiative that
for the first time incorporates all nine of its global brands with
television, digital, social and contest elements in an initiative
to drive increased awareness, consideration and demand for
cruising. All of the ads will be used throughout 2015 on multiple
platforms including TV and online.
To Find Right Cruise, Check Your CRUISE-A-NALITY and Consult
a Travel Agent
Among many integrated elements within
Carnival Corporation's new marketing initiative, consumers are able
to use WorldsLeadingCruiseLines.com as a hub for new tools,
functionality and content from the company's nine brands, including
the popular new "CRUISE-A-NALITY" tool that helps vacationers
decide what type of cruise vacation and brand experience is right
for them based on a series of personality-focused questions.
CRUISE-A-NALITY participants can enter to win a free cruise from
Carnival Corporation – The first contest winner, Richard Vronman
from Escondido, California, was
named earlier this month on Twitter, and the company will announce
the next winner later this month.
In addition, Carnival Corporation is encouraging travelers to
contact a travel agent, who can offer valuable insight about
cruising and how to help find the right cruise.
Also, as part of the campaign Carnival, is giving away multiple
free cruises and an additional grand prize on Twitter. Users
tweeting what they love about cruising to @CarnivalPLC with the
hashtag #LoveCruising will be eligible for a series of free cruises
as prizes, with one individual selected at random to receive 100
days of cruising on a choice of Carnival Corporation's U.S.-based
brands.
All sweepstakes rules and eligibility information are available
at WorldsLeadingCruiseLines.com.
About Carnival Corporation
Carnival Corporation & plc is the largest cruise company in
the world, with a portfolio of cruise brands in North America, Europe, Australia and Asia, comprised of Carnival Cruise Line,
Holland America Line, Princess Cruises, Seabourn, AIDA Cruises,
Costa Cruises, Cunard, P&O Cruises (Australia) and P&O Cruises (UK).
Together, these brands operate 100 ships totaling 212,000 lower
berths with 10 new ships scheduled to be delivered between now and
2018. Carnival Corporation & plc also operates Holland America
Princess Alaska Tours, the leading tour companies in Alaska and the Canadian Yukon. Traded on both
the New York and London Stock
Exchanges, Carnival Corporation & plc is the only group in the
world to be included in both the S&P 500 and the FTSE 100
indices. Additional information can be found on
www.carnival.com, www.hollandamerica.com, www.princess.com,
www.seabourn.com, www.aida.de, www.costacruise.com, www.cunard.com,
www.pocruises.com.au and www.pocruises.com.
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SOURCE Carnival Corporation & plc