Aussie customer experience agency MercerBell has launched its pitch-winning 2017-18 campaign for Carnival Cruise Line.
The fully integrated campaign, titled ‘It’s escape with Carnival time’, comprises of a 30-second and 15-second TVC, along with cinema, outdoor, online and experiential elements.
Watch the 30-second spot here.
The campaign sees the iconic Green Thunder waterslide, which adorns both Carnival ships in Australia (Carnival Spirit and Carnival Legend), take centre stage.
The slide magically appears to rescue holiday makers from their dreary and frustrating holidays and transport them to the fun of a Carnival cruise, dropping them directly onto a Carnival ship or one of Carnival’s tropical island destinations.
The prop from the TVC which replicates the top of the Green Thunder waterslide will form part of a virtual reality experience that will tour the country.
People will be able to wear a VR headset and step into the real Green Thunder escape hatch, where they can experience the fastest and steepest waterslide at sea in an immersive virtual 360-degree video experience.
MercerBell executive creative director David Bell said: ‘Working with the Carnival team has been brilliant. We’ve created a campaign that has remained completely true to the winning pitch concept.
“Extending it into VR adds a level of excitement and fun that people can really experience. We look forward to working more with Carnival in the future.”
Jayne Andrews, marketing director at Carnival Cruise Line, said: MercerBell have been incredibly collaborative to work with. We are thrilled with the end result and believe we have an engaging campaign that re-enforces our positioning as the leaders of holiday fun within the market.’
Executive creative director – David Bell
Art director – Michael Nikotin
Copywriter – Neil Harris
Senior strategy planner – Lisa Burprich
Group account director – Matt Olanda
Senior account manager – Mikaela Humphries
Client: Carnival Cruise Line
Vice president (Australia) – Jennifer Vanderkreeke
Marketing director – Jayne Andrews
Brand and retail marketing manager – Cassandra Drougas