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Article: CARNIVAL'S CRUISE LINES SAIL UNDER 1 FLAG: PRINT INSERTS AND WEBSITE SUPPORT NEW POSITIONING.
- Article from:
- Advertising Age
- Article date:
- October 19, 1998
- Author:
CopyrightCOPYRIGHT 1998 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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With six cruise lines and 42 ships in its fleet, Carnival Corp. has decided to raise a common marketing flag for the first time and bundle the lines as a package.
The new packaging, themed "The world's leading cruise lines," bowed nationally last weekend in an eight-page color insert in Sunday newspapers in 14 markets and in USA Today's weekend edition.
The new positioning is backed by $1.5 million in incremental spending via Cooper/HMS Partners, Miami, agency for Carnival Cruise Lines. A new Web site (www.leaderships.com) also supports.
As many as four flights of inserts are planned for next year, and TV is under consideration, said Rod ...