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Our task was to showcase the fun of a Carnival cruise, get our audience to reassess its value, and boost its appeal for Aussie families planning their next holiday.
8.8 million Australians have never cruised. But only 28% reject the idea. This was our opportunity.

However, if we were going to convey the ‘New-to-Cruise’, we had to find out exactly how they were spending their existing holidays.

We commissioned a holiday research paper to deep-dive into Australian holidays. And the results were staggering. As it turns out Australians are spending a shocking 34% of their holidays doing non-holiday things; like travelling, queuing, planning and finding places to eat, park & play.

In contrast, a Carnival cruise is all holiday from the moment you step on board. It was time for Australians to reassess their holidays.

Introducing 100% Holiday; a campaign designed to encourage people to re-evaluate the way they spend their hard-earned holidays.

Armed with our research and vast audience data, we were able to create a hyper-targeted campaign, catering to specific audience segments and family dynamics, across two very different Carnival ships.

100% Holiday became a repeatable construct, allowing us to create assets that were bespoke to each audience segment. We broke down the composition of a 100% Holiday according to audience interests, resulting in 149 unique assets. For families, it might be 40% pool time, 30% water slides and 30% pizza. For adults, it could be 40% spa days, 20% cocktails and 40% piano bar. Whichever way you cut it, it’s 100% Holiday on a Carnival Cruise.

We’ve introduced the campaign’s first iteration specifically for consideration further down the funnel. Working in collaboration with Speed Media, we knew it was most important to ‘fill the ship’ through conversion, primarily focusing on converting low hanging fruit (“Intend to travel N12M”).

100% Holiday has been a huge success with live results indicating YoY:
197% increase in click-through rate
63% increase in CPM
69% increase in CPC
45% increased return on investment
75% increased video engagement rate