Carnival Corporation Will Debut It’s First Super Bowl Ad
Written by: Cruise News
December 18, 2014 – Carnival Corporation & plc today announced it will unveil the first TV commercial from its new multi-brand national marketing initiative during Super Bowl XLIX airing on Sunday, February 1, on NBC.
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 crowd-sourcing 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. 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 the Super Bowl.
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
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.
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.
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