LAND VS. SEA

Take a vacation from your typical vacation

In a down economy, people were cutting spending everywhere. Cheaper groceries, fewer nights out, leftovers. The family vacation, when still possible, had become a shade of itself – road trips, stay-cations, nearby amusement parks, camping. And, worst of all, the dreaded "trip to see the relatives."

Carnival wanted to remind people how awful a land-based vacation could be. That a Carnival cruise was of a similar cost, but without the hassle and compromise people took for granted on land. Comparing the two provided context for the majority of America that had never been on a cruise, and didn't know how it stacked up against the old standbys.

The campaign focused on cities with a nearby Carnival port. Pushing against local vacation favorites like Six Flags, Great Wolf Lodge, or Atlantic City, we reminded people how close a Carnival cruise truly was. We extended our story by highlighting different land-based scenarios (and their corresponding pain points) in targeted online videos, banners and O.O.H.

AGENCY

Arnold Worldwide, Boston


CLIENT

Carnival Cruise Lines


ROLE

Concept Development, Creative Direction


AWARDS

One Show (Merit)