Carnival Cruise Line Australia has taken family fun to the next level with the release of its new campaign, ‘Funbelievable’, via customer experience agency MercerBell, part of Publicis Communications.
Tasked with the remit to bring Carnival’s unique positioning to life, MercerBell has delivered on a campaign that remains true to the brand’s customer experience of connection through shared fun activities that bring Australian families together.
Set to the high-energy 90s track ‘Unbelievable’, by EMF, the campaign spot stars a real-life family of five, showing everyone having their own ‘Funbelievable’ time on board and during shore excursions.
Carnival Cruise Line Australia marketing director Jayne Andrews said the concept is about more than simply showcasing the range of activities available.
“Our research shows that while Mums usually make the decisions about a holiday, their top priority is for the whole family to have a good time,” said Andrews.
“With Carnival, everyone gets to enjoy his or her own version of fun. They choose what they want to do and when. And with everyone else happy and occupied, Mum gets to have a break as well.”
“Carnival is about creating opportunities for our guests to reconnect through shared fun. That’s what makes it the ‘Funbelievable’ holiday choice.”
MercerBell creative group head Liz Kain added: “Carnival’s research was the perfect starting point for a creative platform that could be built around colourful visual and verbal cues that we want associated with the brand.
“The track is from an era that resonates with our target audience and evokes memories of great holidays. The result is work that continues to differentiate Carnival in the market as the cruise line for family fun.”
The campaign is set to run across broadcast TV, digital, print and on out of home advertising.
It has been amplified throughout Carnival’s social channels by Red Engine SCC, which has captured the same family’s unexpected ‘Funbelievable’ moments in short videos.
Client: Carnival Cruise Line Australia
Marketing director: Jayne Andrews
Creative agency: MercerBell
Production agency: Rabbit
Director: Ant McPhail
Stills production Agency: Flipp
Photographer: Jem Cresswell
Social agency: Red Engine SCC
Media agency: MediaCom
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