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Empty storefronts are a growing retail reality, but Miami-based Carnival Cruise Lines recently transformed the economic downturn into a brand-building opportunity. This spring, Carnival, the world’s largest cruise operator, launched larger-than-life interactive aquariums in vacant, freestanding store windows in Baltimore, Dallas, Houston, Los Angeles, New York and Washington, D.C. The two-month-long sidewalk aquarium campaign, which ran through the end of April, followed two other memorable Carnival Cruise Line marketing efforts, including a building-sized piñata and a blimp-sized inflatable beach ball—each attempting Guinness World Records.
“Given the consumer’s increasing ability to tune out (more traditional) advertising messages, it is important to find new and compelling ways to create engagement,” says Jim Berra, chief marketing officer, Carnival Cruise Lines.
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