Carnival Cruise Line has partnered with NOVA Entertainment and SPEED to rebrand annual leave, which it says “Aussies are hoarding to the tune of over one million unused days a year”.
Aussies aren’t using their annual leave, according to research by Carnival Cruise Line. And even when they do, almost half fall victim to the time off trap, spending their limited leave on life admin, instead of resting and recharging.
But all that stops now, according to Australia’s first and only, self-appointed ‘Play Leave Officer’, Nova’s Michael ‘Wippa’ Wipfli, who has joined forces with Carnival to convince Aussies to turn their unused annual leave into ‘Play Leave’.
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Developed as an extension of Carnival’s ‘Play Away’ platform, via INNOCEAN, Play Leave lands at one of the most contentious times of year in the annual leave calendar – EOFY, when most working Aussies feel pressured to prioritise productivity over play.
“Play Leave turns a deeply felt cultural frustration into something Carnival can own. This is exactly the conversation we need to be starting with Australians who feel like they never truly switch off,” said Nicole Bradbury, senior marketing manager, Carnival Cruise Line.
Launching on air on national Drive show, Nova’s Fitzy, Wippa, and Kate in May, Play Leave will run across Nova nationally until the end of June.
The creator-led partnership is being spearheaded by Wippa, who kicked off the campaign by taking a contingent of the Nova team for a ‘Play Away Day’ aboard a Carnival cruise ship docked in Sydney Harbour.
Wippa has rallied Australians, across socials and on-air, to share the worst ways they’ve wasted or neglected their annual leave, with two lucky winners scoring the ultimate escape on a Carnival cruise so they can enjoy proper time off.
“By widening the aperture to the leave conversation, we found a much bigger cultural problem to solve and a more powerful entry point for Carnival to play. Win the leave conversation first, and consideration follows,” said Rachel Teh, national head of strategy and planning, SPEED.
“Play Leave is a great example of the power of audio-first creators like Wippa to seed culturally relevant conversations. He gets what matters to Australians, and frankly, loves annual leave, so there are few more qualified for the role of Play Leave Officer,” said Brooke Dul, head of campaign strategy, NOVA Entertainment.
Credits:
Creative Agency: INNOCEAN
Media Agency: SPEED
Media Partner: NOVA Entertainment
