In a new advertising campaign that debuts next week, Carnival Cruise Lines is letting past guests tell the story.
The “Moments That Matter” campaign came about after the Miami-based cruise line turned to social media to ask guests to share their own photos and videos for advertising purposes. More than 30,000 responses came in, said chief marketing officer Jim Berra.
“We were very encouraged by the response,” Berra said. “In some ways, the smartphone is really the best thing to come along for the cruise industry since, I don’t know, The Love Boat.”
Spots will start airing Monday and will show during major network shows including How I Met Your Mother, The Voice and The Big Bang Theory. Ads will also appear on cable networks including Bravo, ABC Family, TBS and Food Network.
Between television and radio, digital and direct mail advertising, Carnival is spending more than $25 million on marketing efforts between September and December. The campaign will continue in early 2014 during the peak “wave season” booking period.