Challenge.

The cruise category suffers from a number of misunderstandings: in particular, creating a little click-bait for shock and awe value amongst mainstream media. Serious topics were being flippantly exaggerated. But we knew – and saw through vibrant social communities – that customers were outraged and starting to defend the brand they loved. Our goal was to amplify this positive brand sentiment and reduce negative coverage in the media.

Solution.

The heart-warming campaign aimed to advocate for one of the cruises most-loved assets: the crew. By filming genuine customer feedback, and the crew’s reaction to it, we were able to shift the public narrative around cruises. Since launching the campaign, there has been a significant reduction in negative coverage, allowing Carnival Cruise Lines to focus on the constant stream of positive news stories.