The contest gave North American consumers the chance to provide their input into Carnival Corp.'s proposed television advertising concepts. The company aired its first multi-brand commercial during the Super Bowl on Feb. 1.
Carnival also announced that Sherry Laemmle, a realtor in Bella Vista, Arkansas, will receive 100 days of free cruising as the winner of the company's #LoveCruising Twitter contest that asked consumers to tweet about why they love cruising.
Launched as part of the company’s 2015 marketing initiative to grow awareness and demand, the Twitter contest generated thousands of entries. They included one of Laemmle’s tweets that read '@CarnivalPLC no place else we’d rather be as a family! #LoveCruising' with a family photo in front of Carnival Elation, which sails from the Port of New Orleans.
In addition, Carnival Corp. gave a free cruise to Richard Vronman of Escondido, California, and Carolyn Benson of Cape Coral, Florida, as part of a contest for users of the 'CRUISE-A-NALITY' website tool that helps people decide what type of cruise and brand is right for their personality type based on a series of questions.
Ken Jones, vp group marketing and insights for Carnival Corp., said the contests showed what types of messages resonate with consumers and provided feedback for how the company can generate broader awareness of cruising.
In addition to the 115,000 votes in the marketing challenge, the various elements of Carnival's marketing initiative have generated more than 4,000 media placements resulting in more than 10bn media impressions, more than 18,000 social mentions reaching more than 80m in social audience and more than 6.46m views of the commercials on YouTube and other platforms.