Clemenger BBDO Invites You to Set Sail For Fun!

Finally, Australians will be able to set sail again, and Carnival are ready to show just how exciting a cruise can be through a new campaign that dials up the fun.

Clemenger BBDO Sydney, who have been working with Carnival since 2019, have developed an integrated campaign that will mark its first Australian-based work with the brand, and taps into the country’s desire to travel again, after a few challenging years.

Running nationally, the campaign will inspire Aussie audiences to “choose fun”, showing that a Carnival cruise is exciting from the get-go. 

Depicting pre-cruise excitement, from packing a suitcase to choosing your best pool-side shirt, the upbeat TVC, OLV, social and radio creative plays into the anticipation that travellers feel prior to embarking on a cruise holiday with Carnival.

Darren Wright, executive creative director of Clemenger BBDO Sydney, has emphasised that the thrill of just anticipating a holiday played into the strategy.

“The ‘choose fun’ global platform has worked amazingly well for the brand over the years. We wanted to bring it to life by tapping into the anticipation of the fun you can have on a Carnival holiday.  A lot of families haven’t had a proper holiday for a while, so getting ready for one of the most fun ones you can have is a great space to play in.” Wright said.  

Audiences can also expect to encounter the campaign across large format and street furniture OOH, where the creative plays into the fun travel trope of forced perspective with Carnival’s cruise ships.

Carnival Cruise Line Australia vice president, Kara Glamore, has outlined why dialling up the fun was an important part of this campaign.  

“Carnival offers fun experiences from start to finish. Even before you board, Carnival instils a sense of excitement and anticipation in travellers, and we are proud to have developed a campaign that successfully communicates that fun to future guests of all ages.” Glamore said.