The Brief

Drive demand outside peak times against a secondary audience of ‘New to Cruising’ couples aged 45-60.


‘Honeyboomers’ has resonated so strongly with the audience, that Carnival has trademarked the name and made it the new sub brand for its communication and retail offers to older couples

The campaign delivered an immediate off-peak season sales uplift – double that of school holidays and achieved for the first time ever.

The PR effort achieved strong results with 66 domestic features delivering over 20M opportunities to see (OTS) and international coverage providing 23 17M OTS.

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15 Years of Fame