Create positive brand sentiment and reduce negative coverage in the media.


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.

The 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 the campaign launched there has been a significant reduction in negative coverage, allowing Carnival Cruise Lines to focus on a constant stream of positive news stories.

From Q1 to Q4, Negative media sentiment decreased from 76% to 28%

Positive media sentiment grew by 17% to 46%

Social media results were exceptional driving over 1.8m reach with existing cruise lovers

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15 Years of Fame