Carnival Cruise Line has unveiled a new campaign to celebrate a different kind of holiday occasion – the ‘Honeyboom’.
The brand has observed a new travel trend that sees couples travelling without their teenage kids to discover a newfound freedom and the fun of cruising together.
After spotting the trend on-board, Carnival Cruise Line commissioned research* (with couples with children 13 years and over) to find out if a Honeyboom could really make a difference to their relationship.
The research revealed that more than 20 per cent of respondents haven’t been on a holiday without their kids for five years or more. And when asked how a child-free holiday might benefit their relationship, 35 per cent of respondents said to ‘have more fun together and to remember why they got married in the first place’.
Enter the Honeyboomers! Created by independent creative agency Red Engine SCC, the campaign christens these couples leaving the kids at home to enjoy a second honeymoon.
Partnering with well-known relationship expert John Aiken, the campaign recognises the importance of couples spending quality time together, having fun and enjoying new experiences – ingredients to a happy and healthy relationship.
A series of online videos feature Aiken and free-spirited couples discussing the fun and mischief they get up to on a Carnival cruise, and a Facebook ‘Are you in need of a Honeyboom?’ quiz, digital advertising, retail support and PR activity round out the campaign.
Jayne Andrews, marketing director at Carnival Cruise Line Australia, said: “In the past four years, we’ve seen an 80 per cent increase in couples with older children sailing without their kids, experiencing new and fun travel adventures.
“Many of these savvy couples have realised they can bag a bargain outside school holidays too. Having kids changes everything, so when the time comes for couples to have a kid free holiday again, they’re embracing it.
“The campaign celebrates this time, and sparks consideration for those new to cruising, that taking a Honeyboom on Carnival can reignite the fun in their relationship.”
Red Engine SCC’s general manager and head of strategy, Kate Richardson said: “We’re proud of our latest work for Carnival Cruise Line. By creating a desire around this occasion, we can help couples relive a new sense of freedom (last experienced in the pre-children years) with the fun of a cruising holiday with Carnival.
“It’s also given us a great opportunity to talk to first-time cruisers by tapping into a genuine insight, and connecting with them in a relevant and of course fun way.”
Client: Carnival Cruise Line
Marketing director – Jayne Andrews
Brand and retail marketing manager – Cassandra Drougas
Digital lead – Angela Diamant
Creative agency: Red Engine SCC
Creative director – Mitch Alison
Senior creative – Ben Harrison
General manager and head of strategy – Kate Richardson
Senior digital and content strategist – Paul Isbell
Senior social media manager – Jade Waite
Producer – Samantha Farrance
Group account director – Andrew Killey
Senior account manager – Katy Ward
PR agency: Fleishman Hillard
Account director – Jessica Dunne
Account manager – Samantha Drummond
Social Indigenous Enterprise We Are Warriors (WAW), supported by creative innovation studio R/GA Australia, has been selected to produce the City of Sydney’s New Year’s Eve Calling Country live performance as part of the 9pm firework show. Lead image L-R: WAW co-founders Ben Miles & Nooky. The performance will feature a special Welcome to Country […]
With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]
2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]
The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]
This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]
Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]
Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]