Award: CAMPAIGN AWARDS \ C30. Australia/New Zealand PR Campaign of the Year

Carnival Cruise Line (CCL) attracts fun-loving families. Year-by-year, it books out throughout the school holidays.

However, demand is lower outside of school holidays, making trips and packages harder to sell.

We needed to disrupt Australian adults and parents, encouraging them to take a fun-filled break for themselves, while the kids are in school.

Ultimately, we needed to encourage sales during the slower, kid-free months

We reunited our community of baby boomers by giving them a new reason to cruise kid-free and outside the school holidays.

We commissioned research to understand our community’s needs.

It showed almost a quarter of baby boomer parents haven’t been on a holiday without their kids for five years or more.

Over a third of respondents said a kid-free holiday would help them to have more fun together and remember why they got married in the first place, making a much-needed case for Honeyboom time.

Honeyboomers resonated so strongly with our community that CCL has trademarked the term, making it a sub-brand for our community.

For the first time ever, the campaign delivered an immediate off-peak season sales uplift, double that of school holidays.
FleishmanHillard Australia and Red Engine delivered campaign for CCL to encourage sales during the slower, kid-free months.The campaign resulted with immediate off-peak season sales uplift, double that of school holidays.