Marketing Tactics of Carnival Cruise Lines

Carnival Cruise Lines currently holds the title as the “World’s Most Popular Cruise Line.” It has received numerous awards as well as some of the highest rankings on record throughout its 36-year history. The National Association of Cruise-Oriented Agencies (NACOA) named Carnival Cruise Lines “Cruise Line of the Year” for three years in a row, it earned “best value” honors for six years consecutive years by the World Cruise & Ocean Liner Society, and Carnival Cruise Lines received the coveted “Gold Excellence Award” by American Express Travel Service. So how did Carnival Cruise Lines become the “World’s Most Popular Cruise Line? Could it have something to do with marketing tactics of Carnival Cruise Lines? Maybe.

Carnival Cruise Lines targets families, singles, couples, fun-loving honeymooners, and traveler’s ages 25-54 that are interested in a fun and affordable cruise. So it should come as no surprise that Carnival Cruise Lines has also received nine platinum awards for Best Family Oriented Line, Best Bang for the Buck, Best Singles Line, Best Entertainment, Best Children’s Program, Best Onboard Activities, Best Disco, Best Casino, and Best Tropical Drink in Porthole Cruise Magazine’s “1999 Annual Readers” Choice Awards. This means that Carnival Cruise Line topped more categories than any other cruise line.

Another good example of marketing tactics of Carnival Cruise Lines can seen on every single Carnival Cruise Lines ships. Carnival Cruise Lines fleet — the “Fun Ship Fleet,” features 23 ships covered in bright colors and festive designs that make each ship stand out from the crowd. Carnival Cruise Lines Fun Ship Fleet includes: Carnival Conquest, Destiny, Ecstasy, Elation, Fantasy, Fascination, Freedom, Glory, Imagination, Inspiration, Legend, Liberty, Miracle, Paradise, Pride, Sensation, Spirit, Splendor, Triumph, Valor, Carnival Celebration, and Victory. Carnival Splendor made her debut in Europe in July 2008.

Carnival Fun Ships sail to roughly a dozen popular destinations with dozens of ports of call on the menu. This is in line with Carnival’s belief about destinations. According to Robert H. Dickinson, former President and CEO of Carnival Cruise Lines for 35 years, “If you have a vacation destination that has a wide bandwidth of choice you’re casting a bigger net, and you’re going to get more fish.” Carnival Fun Ships sail to Alaska (Glacier, Northbound Alaska, Southbound Alaska), Bahamas, Canada/New England, the Caribbean (Eastern, Southern, and Western), Europe, Hawaii, Mexico (Baja Mexico, Mexican Riviera), Panama Canal, South America, and special voyages to Bermuda, and Transatlantic sailings. Carnival Cruise Lines guests can choose cruise itineraries ranging from two to 10 days or more. Shore excursions run the gamut from swimming with the dolphins and snorkeling to jeep tours, motor coach journey’s, rain forest exploration, and more.

Back when Kathie Lee Gifford was the face of Carnival Cruise Lines, the company targeted first timers looking for low fares. This ad campaign, featuring Gifford, lasted from around 1984 to the mid-1990s. This was the first time a cruise line advertised on network television. After the campaign ended, Carnival Cruise Lines began producing commercials that promoted the message of fun, fun, and more fun, so the soundtrack was usually a song such as Cyndi Lauper’s “Girls Just Want to Have Fun” or the Beach Boys’ “Fun, Fun, Fun.” Overall, the marketing objective was and still is the same – to introduce vacationers to cruising and to reinforce the image of Carnival as the essence of fun.

While Carnival Cruise Lines travels to exciting destinations at low prices, and it offers some of the most adventurous excursions around, Carnival Cruise Lines onboard experience is all about fun and excitement as well. Onboard, guests can gamble at casinos, take golf lessons, swim, go dancing, attend a live show, shop, or spend the day at Carnival Cruise Lines “Spa Carnival.” Spa Carnival features a health club with state-of-the-art exercise equipment, a jogging track, and aerobics classes. It also features a steam room and sauna, full-body massage services, facials, loofah treatments, manicures, pedicures, and hairstyling. All Carnival Cruise Lines Casinos feature slot machines, black jack, poker, roulette, and more.

For more information about Carnival Cruise Lines or to book a cruise visit the official website www.carnival.com. You can also book a cruise through just about any booking search engine such as Expedia.com or Orbitz.com, or you can contact your local cruise travel agent.

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