MIAMI, Dec. 18, 2014 /PRNewswire/ -- Carnival
Corporation & plc (NYSE/LSE: CCL; NYSE: CUK), the world's
largest travel and leisure company, today announced it will unveil
the first TV commercial from its new multi-brand national marketing
initiative during Super Bowl XLIX airing on Sunday, Feb. 1, on NBC.
The commercials were created by BBDO Atlanta, part of BBDO
Worldwide, which was recently named Global Agency of the Year
by Adweek magazine and is currently ranked the
world's most creatively awarded advertising agency network in
The Gunn Report. BBDO collaborated with Academy
Award-winning cinematographer and Hollywood director Wally Pfister – best known for his work on
Transcendence, Inception and The Dark Knight
trilogy – to develop Carnival Corporation's first-ever Super
Bowl commercial. The final commercial will be a 60-second spot
selected from four full-scale production ads.
The final Super Bowl TV commercial will be sourced from the
company's recently launched "World's Leading Cruise Lines Marketing
Challenge" that gives consumers across North America the chance to provide Carnival
Corporation with input on its new advertising creative. Hosted by
Cedric the Entertainer, this interactive crowdsourcing contest lets
consumers "join the company's marketing team" and vote for their
favorite creative concept with a chance to win a grand prize of a
yearly cruise for life.
Carnival Corporation also announced today that it has narrowed
the field of original creative concepts in the Marketing Challenge
to four "semi-finalists" based in part on consumer voting and
input, and all four concepts are now in full production under BBDO
Atlanta and Pfister's direction. The final elimination round
kicking off today will narrow the field to two finalists, giving
consumers a chance to provide input on the final two concepts, one
of which will be the featured TV commercial airing live during
Super Bowl XLIX in February.
"There is no bigger stage than the Super Bowl for telling our
story, and we're excited about the opportunity to start a new
dialogue with consumers about cruising and use their input in
helping us pick the creative concepts," said Arnold Donald, CEO of Carnival Corporation.
"With this phase of the marketing initiative, we want to capture
what is so special about cruising and sailing in the open sea."
Added Donald: "I personally think some of the concepts are
better than others, but what really matters is what millions of
guests think. Our goal is to convince those who have never cruised
to give us a chance to show them why over 10 million people a year
sail on one of our nine brands and why so many of our guests cannot
wait to sail with us again."
To Check Out and Vote on TV Spots, go to
WorldsLeadingCruiseLines.com
Consumers can visit Carnival
Corporation's new campaign hub created by BBDO Atlanta –
WorldsLeadingCruiseLines.com – for details on how to vote in the
Marketing Challenge and be entered to win a cruise every year for
life. Starting today, rough-cut preview videos of the semi-finalist
ad concepts are available for review and voting. The final
elimination round will help determine which two finalists emerge
from the following spots:
- "Getaway": Cruising gives guests the chance to get away
from all the stresses of life
- "Cruise Virgin": These people tell consumers about their
first time to cruise – which they will happily remember
- "Message in a Bottle": Special moments of cruising are
in a message in a bottle
- "Mystery Spot": This idea contains a surprise that will
remind people just how special the sea can be
All four semi-finalist concepts are now in full production under
the artful direction of BBDO Atlanta and Pfister, who will use
their wealth of storytelling experience to bring these four
creative concepts to life and help capture the essence of cruising.
Pfister's extensive experience spans decades of filmmaking in
Hollywood, including directing
Transcendence starring Johnny
Depp earlier this year and serving as director of
photography on dozens of films, including Moneyball, The
Dark Knight trilogy and Inception, which earned him an
Oscar® in 2011.
"It's an honor for me to get to work with Carnival Corporation
and BBDO Atlanta to fully develop and direct these four new ads
that will help tell the story of why cruising is such a great
vacation, and it is an even bigger thrill to know that one of these
creative concepts will run during the Super Bowl," said Pfister.
"This is a great opportunity to reach a massive audience with a
reinvented view of what cruising can mean. My role is to create an
emotional connection to the experience of cruising, so I want to
show people that a cruise can move you in many ways, and help us
reconnect with each other and with the majesty of the open
seas."
Carnival Corporation's first-ever Super Bowl TV commercial is
part of the company's recently launched multi-brand marketing
initiative that for the first time incorporates all nine of its
global brands with television, digital, social and contest elements
in an initiative to drive increased awareness, consideration and
demand for cruising.
To Find Right Cruise, Check Your CRUISE-A-NALITY and Consult
a Travel Agent
Among many integrated elements within
Carnival Corporation's new marketing initiative, consumers are able
to use WorldsLeadingCruiseLines.com as a hub for new tools,
functionality and content from the company's nine brands, including
the popular new "CRUISE-A-NALITY" tool that helps vacationers
decide what type of cruise vacation and brand experience is right
for them based on a series of personality-focused questions.
In addition, Carnival Corporation is encouraging travelers to
contact a travel agent, who can offer valuable insight about
cruising and how to help find the right cruise.
Also, as part of the campaign Carnival is giving away multiple
free cruises and an additional grand prize on Twitter. Users
tweeting what they love about cruising to @CarnivalPLC with the
hashtag #LoveCruising will be eligible for a series of free cruises
as prizes, with one individual selected at random to receive 100
days of cruising on a choice of Carnival Corporation's U.S.-based
brands.
All sweepstakes rules and eligibility information are available
at WorldsLeadingCruiseLines.com.
About Carnival
Corporation
Carnival Corporation & plc is the largest cruise company in
the world, with a portfolio of cruise brands in North America, Europe, Australia and Asia, comprised of Carnival Cruise Lines,
Holland America Line, Princess Cruises, Seabourn, AIDA Cruises,
Costa Cruises, Cunard, P&O Cruises (Australia) and P&O Cruises (UK).
Together, these brands operate 100 ships totaling 212,000 lower
berths with eight new ships scheduled to be delivered between 2015
and 2018. Carnival Corporation & plc also operates Holland
America Princess Alaska Tours, the leading tour companies in
Alaska and the Canadian Yukon.
Traded on both the New York and
London Stock Exchanges, Carnival Corporation & plc is the only
group in the world to be included in both the S&P 500 and the
FTSE 100 indices. Additional information can be found
on www.carnival.com, www.hollandamerica.com,
www.princess.com, www.seabourn.com, www.aida.de,
www.costacruise.com, www.cunard.com, www.pocruises.com.au,
and www.pocruises.com.
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SOURCE Carnival Corporation & plc