Carnival Puts $20 Mil. into Autumnal Cruise Campaign – Brief Article
MIAMI-Looking to spike sluggish fall business, Carnival Cruise lines this week breaks a $20-million TV ad campaign. The 15- and 30-second spots, via Cooper HMS, Miami, feature original calypso music by David Horowitz and a Kathie Lee Gifford voiceover saying: ‘Looks like one vacation is just more fun. We guarantee it. Carnival, the most popular cruise line in the world.” The guarantee refers to the cruise line’s program that provides pro-rated refunds plus return airfare if guests decide to end their trip early for any reason. The spots, which are the work of Digital Domain, Venice, Calif., will appear in early morning, prime time, and late night on the three major networks. Shows for airing include Good Morning America, Dharma & Greg, Chicago Hope, Late Night with Letterman and the Wonderful World of Disney. Cable nets such as USA, TNT, E! Entertainment and Comedy Central are in the rotation.
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