Carnival Gives New Ship a Rousing Media Launch - Event Marketer

Carnival Gives New Ship a Rousing Media Launch

DB_Carnival_2012 Book
Brand: CARNIVAL
Agency: ARNOLD WORLDWIDE
Awards: EX AWARDS — BEST PRESS/MEDIA EVENT
Year: 2012

To support the launch of its Carnival Magic ship, Carnival Cruise Lines knew it needed to create a splash in the port city of Galveston, Texas, that would create a wave of publicity nationally. So the brand invited travel, cruise, local and national publications, in addition to travel agents, consumers, investors and VIPs to a “magical” launch event.

The brand started building the buzz weeks ahead of time with media alerts and targeted invitations, all pumping the event and the brand’s partnership with Maroon 5, which would be performing at the launch. On event day, the invited press spent time with the band, visiting spots all over the ship where they could get a look at the newest and most innovative features and attractions.

The guests next headed back to shore to chill in the media lounge at Pier 21 at the Port of Galveston before heading to the VIP media pit for the concert. In all, the event garnered more than 100 million total impressions, including coverage on the front page of the travel section in the Dallas Morning News and articles in USA Today, Yahoo! News, examiner.com and the Houston Chronicle.

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