CARNIVAL Cruise Line is inviting travellers to “Play Away”, launching its new campaign with creative agency Innocean. The push sees the cruise line brand itself as “the antidote to boredom”, via an integrated campaign rolling out now. Play Away is Carnival’s first new local brand campaign since acquiring P&O, re-asserting...
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CARNIVAL Cruise Line is inviting travellers to “Play Away”, launching its new campaign with creative agency Innocean.
The push sees the cruise line brand itself as “the antidote to boredom”, via an integrated campaign rolling out now.
Play Away is Carnival’s first new local brand campaign since acquiring P&O, re-asserting “fun” as the line’s essence.
The campaign is comprised of three commercials, a range of out-of-home executions, and a suite of radio spots.
Mental availability is the campaign’s top objective, with the brand targeting new-to-cruise, said recently promoted senior marketing manager Nicole Bradbury (CW 08 Jan).
The brand will launch more Play Away executions starring new characters later this year.
Carnival’s new Play Away campaign follows on from last year’s introduction of a new global push, ‘Find Your Fun Again’, headlined by Parks and Recreation star Nick Offerman (CW 20 Nov). MS
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