Carnival Cruise Lines is launching a new 25 million dollar campaign, “Moments That Matter,” with agency Arnold Worldwide. The fall campaign will extend across broadcast, radio, digital and direct mail from September through December. For the first spot in this campaign, Carnival sourced material directly from their customers through social media.
The :60 spot, “24 Hours Onboard” features content chosen from over 30,000 pictures and videos submitted by past guests on Carnival’s cruises, including one dude who publicly proposed on a Carnival Cruise (yikes). “24 Hours Onboard,” which will debut on major network primetime Monday, September 23rd, appeals to viewers’ sentimentality, and employing pictures and videos sourced directly from past customers adds a personal element that could help convince viewers to book their next vacation with Carnival. As Arnold Executive Creative Director Pete Johnson puts it, “We found those looking to book a cruise are much more likely to listen to recommendations from previous cruisers.” So filling a commercial with vacation memories from enthusiastic fans of Carnival makes a lot of sense.
This isn’t a spot that will blow anyone away with its creativity or execution, but it doesn’t have to. It appeals to the type of people who line their walls with photos from family vacations, or, in other words, Carnival’s target audience.Credits after jump.
Executive Creative Director: Peter Johnson
SVP, Creative Director: Rob Kottkamp
ACD, Art Director: Erek Vinluan
Sr. Copywriter: Samantha Gutglass
SVP, Executive Producer: Paul Shannon
Unit Director: Nathan Laver
Assistant Producer: Tia DeMelis
Business Affairs: Jennifer Wrentmore
Planner: Lisa Borden
Managing Partner ED: Don Lane
VP, Marketing Director: Cass Taylor
Senior Marketing Producer: Hillary Benoit
Marketing Producer: Angela Tisone
Production Company: Smuggler and Psyop
Production Company Executive Producer: Michael Neithardt
Production Company Line Producer: Robert Mackler
Director: Eben Mears and Jon Saunders
Cinematographer: Brian Jackson
Editorial Company: Psyop
Editor: Victor Barczyk
Sound Design: Soundtrack Boston
Sound Engineer: Michael Secher
Music: “Lost and Found” by Katie Herzig
VFX: Psyop