Carnival Cruise Line – Choose Fun

The cruise category had its best year in history last year. While it is booming, it is not growing long term. In order to continue to grow at the pace of its potential, Carnival must build new brand love with first-time cruiser audiences. This has major implications for Carnival’s media, demanding that Carnival shift its focus away from lower funnel conversion and invest in upper funnel initiatives that drive consideration and challenge consumer doubts.