Carnival Corporation will promote all nine of its brands under a new umbrella campaign due to start on Monday (24 November).
The initiative is aimed at those that have not cruised before and will focus predominantly online and through social media, centred on the ‘World’s Leading Cruise Lines’ strapline.
Its website under the name has been redesigned with content from each cruise line including the CRUISE-A-NALITY test and a call for users to consult travel agents.
Currently the initiative is focused in the US but will be broadened to other markets.
The campaign will also generate consumer content to use in future advertising, with a push from CEO Arnold Donald and celebrity Cedric the Entertainer.
“Across our portfolio of nine brands and more than 100 cruise ships visiting over 700 destinations around the world, Carnival Corporation carries more than 10.5 million guests a year, accounting for one out of every two people who cruise anywhere in the world,” said Donald.
He added: “With so many distinctive experiences offered by our industry-leading brands, we truly believe the Carnival family has a cruise for everyone. Our job is to help people understand why cruising is such a great vacation, and to help them find which of our nine cruise brands is the right one for them.”
Carnival Corporation is the parent company of Carnival Cruise Lines, Holland America Line, Cunard, Seabourn, Princess Cruises, P&O Cruises, Costa Cruises, P&O Australia and AIDA.