Carnival Cruise Lines, Miami, on Nov. 8 breaks a TV campaign with a reality-based theme in which guests recall in detail what they liked about their trips. The campaign from Cooper HMS includes 18 30-second spots, and marks a new tack for the world's largest cruise line, which has used Kathie Lee Gifford and an animated starfish in other campaigns, and emphasized its positioning as the "Fun Ship." First-time cruisers were taped touting features such as the desserts on board, port of call golf opportunities and ship entertainment. The campaign also includes commercials plugging "Camp Carnival," the company's children's program, and the Paradise, a smoke-free ship. Spots end with the catch-phrase "Today's Carnival." Ads will run on shows such as "Who Wants to Be a Millionaire" and "Law & Order," plus cable outlets such as Comedy Central, Discovery Channel and TBS.
Copyright November 2000, Crain Communications Inc.