ATLANTA -- Carnival Cruise Lines is breaking a new campaign from Cooper & Hayes, Miami, tagged "So much fun. So many places." The effort will break Monday night on primetime network and cable channels.
Three 30-second spots pair quick cut shots of vacationers on board ship and at tropical ports of call with classic pop songs from the Beach Boys, Cyndi Lauper and Sly & the Family Stone.
Although client vice president of marketing Christine Arnholt, will not release her annual marketing budget, she did say that the buy is well into eight figures and marks "a significant increase over last year."
Carnival has increased spending annually, from $30 million to $40 million between 2000 and 2001. It spent $60 million this year, per CMR, behind Royal Caribbean Cruise Lines, which spent $70 million. Total media expenditures for the industry's top eight lines exceeded $250 million.
"The media strategy continues to build in terms of the A list shows," said Arnholt, who added that the schedule represents a compilation of national network and cable channels in primetime with additional buys on early morning and late night shows. "We wanted to increase exposure and come out as strong as possible," she said.