Carnival Rebrands Fun

The line rebrands itself and extends homeports

By: Marilyn Green

Carnival Cruise Lines has debuted a new branding campaign this month underlining the line’s spirited and spontaneous fun under the tagline “Fun For All. All For Fun.”

The first kickoff event was in Dallas on Oct. 26 to set a Guinness World Record for the world’s largest beach ball. The second event in Philadelphia on Nov. 2 went for the Guinness record for the world’s largest pinata. Footage from both events will be used to create two TV spots, which will soon begin airing nationally, and eventually in select local markets as well. The new campaign also includes both a consumer and trade magazine component with new travel trade ads beginning Nov. 10 and a series of four consumer ads scheduled to run in People magazine the weeks of Nov. 17 through Dec. 8.

The campaign also has a variety of online components including Towel Animal Theatre, a series of online videos that depict towel animals having amusing conversations with each other while the stateroom’s occupants are away. Beginning Nov. 3 it will be available for viewing and downloading at The new Funville Web portal will also feature a number of other videos, along with interactive opportunities.

The “Fun For All. All For Fun” tag, along with a new look and feel, will be fully integrated throughout all appropriate communication channels, including brochures, direct mail and trade communications. These components of Carnival’s new branding campaign are the first of a number of new marketing initiatives planned for the coming year.

In a response to the difficult economic times that are fueling domestic homeports, Carnival announced that the Liberty, originally scheduled to reposition to Europe in May 2009, will instead remain in Miami to operate year-round Caribbean cruises, introducing a new seven-day program in April. Carnival Pride, originally scheduled to move to Miami from April through August, will instead launch its Baltimore-based program on April 27.