Published on .

Headquarters: Miami

1994 sales: Companywide revenues of $1.81 billion, up 16% over 1993. (Carnival Corp. does not break out figures for individual lines.)

Leadership: Micky Arison, chairman-CEO; Bob Dickinson, president (Carnival Cruise Lines); Vicki Freed, senior VP-sales and marketing.

Marketing spending: Total 1994 corporate marketing budget was $70 million, of which $45 million was for advertising.

Agencies: McFarland & Drier, Miami (TV); HMK Advertising, Boston (print).

Recent successes: The company posted strong sales for 1994 and continues to dominate the industry with a 20% share. Has positioned itself against the Las Vegas market just as another ship, the Holiday, is scheduled to move from a seven-day Miami itinerary to three- and four-day Los Angeles-based outings.

1995 challenges: Like its cruise rivals, the company must continue to tap those travelers who have not cruised in the past while continuing to draw repeat customers. Beating out land-based destinations will be important as the company seeks to consistently fill 12,000 berths in six new ships scheduled to come online through 1998.

Source: Advertising Age and company reports

Most Popular
In this article: