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