Carnival Cruise Line Celebrates ‘Grinchmas In July’ Via MercerBell

Carnival Cruise Line Celebrates ‘Grinchmas In July’ Via MercerBell

Cruise giant Carnival Cruise Line has found a memorable way to promote Christmas sales out of season, using one of their on-board characters – the Grinch from their Seuss at Sea.

Together, MercerBell and Carnival developed the campaign, kicking off with a 24 July (or Grinchmas Eve) stunt on Sydney Harbour, shot by James Morgan Photography.

The Grinch was seen rappelling daringly from a helicopter onto Carnival Spirit in an attempt to steal all the fun on-board the ship.

After taking the captain’s hat, hiding the turkey and stealing lollipops from the Cherry on Top sweet shop, the Grinch finally surrendered to the fun of Carnival.

The stunt is just the beginning of a program of Grinchmas festivities, according to MercerBell executive creative director David Bell.

He said the Grinch will return for surprise appearances throughout the lead-up to Christmas, and on-board all Carnival Christmas cruises themselves.

“Our starting point is always the customer experience,” Bell said.

“The Grinch is such a powerful character, and he gives us whole new way to connect with Carnival guests and encourage them to re-think their traditional experience of Christmas.

Please download video and imagery here:


Client: Carnival Cruise Line

Marketing director: Jayne Andrews

Brand and retail marketing manager: Cassandra Frelczak

PR and social media executive: Anja Cohen

Creative agency: MercerBell

Executive creative director: David Bell

Creative group head: Liz Kain

Senior art director: Paolo Meucci

Art director: Matt O’Keefe

Group account director: Matt Olanda

Senior account manager: Ashley Wall

Production company: James Morgan Photography

Photographer and video director: James D. Morgan

PR agency: Fleishman Hillard


Please login with linkedin to comment

carnival cruise line Grinchmas in July MercerBell The Grinch

Latest News

Creating Efficiencies in the Age of Consumer Privacy
  • Marketing

Creating Efficiencies in the Age of Consumer Privacy

In this opinion piece, Jess Miles, Country Manager ANZ of Integral Ad Science, reflects on the questions surrounding consumer data. The ability to collect consumer data online has revolutionised digital advertising by enabling customised targeting strategies and data collection. This reliance on data has been the cornerstone of many audience targeted strategies enabling marketers to […]


by Kathleen Farmilo

Kathleen Farmilo
Jye Smith Named President Of Vibewire Board
  • Media

Jye Smith Named President Of Vibewire Board

After ten years of board leadership of the young entrepreneurial collective Vibewire, Founder & Co-CEO of Disruptors Co. Gavin Heaton is passing the torch to fellow strategy and creative leader Jye Smith, Founder and Director of branding and design studio DOUBLESTAR CO, who will now take over as Board President.

Australian CDP Lexer Raises $33.5M In Funding
  • Technology

Australian CDP Lexer Raises $33.5M In Funding

Lexer, the Customer Data Platform for brands and retailers, today announced it has raised AU$33.5 million in Series B funding, bringing its total funding to AU$43 million. The round was led by Blackbird Ventures and King River Capital, with Series A investor January Capital also participating. Blackbird’s Rick Baker will join the Lexer board. The […]