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Carnival Corporation | Company Profile, Marketing Contacts, Media Spend, Brands




Carnival Corporation & plc, headquartered in Miami, FL, operates the largest portfolio of cruise brands in the U.S., Europe and Australia. The companies ship lines include Carnival Cruise Lines, Holland America Line, Princess Cruises, Seabourn Cruise Line, Windstar Cruises, AIDA Cruises, Costa Cruises, Cunard Line, Ocean Village, P&O Cruises, Swan Hellenic, and P&O Cruises Australia.

Main Telephone (305) 599-2600
Main Fax (305) 406-4696
Primary Address
3655 Northwest 87th Avenue
Miami, FL 33178-2428
USA

Carnival Corporation Contacts

Contacts (5/47)
Name Title State
Roger F. Senior Vice President & Chief Communications Officer FL
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (305) 599-2600
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 3655 Northwest 87th Avenue
Miami, FL
33178-2428
USA

Micky A. Chairman FL
David B. Chief Financial Officer FL
Christine D. President FL
Julia B. Chief Procurement Officer FL

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Carnival Cruise Lines ********
Carnival Corporation *******
Seabourn Cruises ******

Agency Relationships


Brand Agency Service From To
******** *********** ****** ********* creative 2008 present
******** *********** *** *** AOR - media buying & planning 2013 present
******** ****** ***** ****** ********* creative 2008 present
******** ****** ***** *** *** AOR - media buying & planning 2013 present
******** ****** ***** ******* ***** ***** Media Buying, Media Planning 2016 present

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WinmoEdge

H2 Media Opps: No. 7 Carnival consolidates NA, UK media at PHD, creative review ongoing?


Subject: TV, digital, social media, print, online, multicultural, sponsorship

Company: Winmo profile), one of the largest cruise companies in the world. Carnival's brands include Carnival Cruise Lines, Cunard, Holland America Line, Princess Cruises and Seabourn in the U.S.; AIDA Cruises in Germany; Costa Cruises in Italy; and P&O Cruises (Australia) and P&O Cruises (United Kingdom).    

Opportunity: Carnival, No. 7 on the PHD, NY, media AOR for the Carnival Cruise and Cunard Line brands in the US since 2013. PHD adds traditional and digital planning and buying in the US and UK for all of Carnival Corp’s brands.

This is a consolidation play with an incumbent, meaning strategy/spending levels shouldn’t change much for Carnival, the cruiser’s top ad spending brand. Therefore, continue to pitch for ad dollars in Q4 and Q1, Carnival’s top advertising periods. Also, don’t ignore Q3 since Carnival plans to boost fall spending compared to previous years (research here). Note too that so far this year Carnival has been running much more site direct buys this year compared to 2015. 

Creative agencies – continue to go after this account since creative was also part of the “evaluation” that led to this media shift (research here),

Additional Insight

Incumbent: Carnival had worked with various shops on separate brands, including Publicis’s Optimedia on Princess Cruises and Razorfish, Seattle for Seabourn , according to The List. 

Media Spend; The Carnival brand spent almost $69 million on measured media last year, down from $88.8 million in 2014, according to Kantar Media. TV still makes up the bulk of Carnival’s ad budget, but spending continues to shrink as the company decreases ad spend and reallocates TV dollars to digital. 

TV Breakdown: Since January, almost $6 million has supported national TV ads, most of which has gone to NBC to run ads during “The Blacklist,” “Hollywood Game Night,” “Chicago Med,” “Shades of Blue” and “Superstore,” according to iSpot.tv

Digital Breakdown: This year, Carnival appears to be going more for quality than quantity with its display presence. Since January, 178 standard, 167 high impact and 23 video ads have run on about 950 publishers (6% mobile), 65% of which were placed site direct compared to programmatically. For comparison, during the same period last year almost the same amount of ads ran on 3,170 publishers (5% mobile), but 74% were placed programmatically, Moat reports.

This year, ads are running primarily on entertainment and news publishers, led by ellentv.com, cbslocal.com, msnbc.com and hulu.com. Top sites also include nbcnews.com, golfchannel.com, cruisesonly.com, wheeloffortune.com and foodandwine.com. 

Winmo profile)
3655 Northwest 87th Ave. 
Miami, FL 33178 
(305) 599-2600

Kathy Mayor
Chief Marketing Officer
(305) 599-2600
kmayor@carnival.com

Christine Duffy
President – Carnival Cruise Line
(305) 599-2600
cduffy@carnival.com

Melissa Anido-Lopez
Director, Media Planning & Analytics
(305) 599-2600
manido-lopez@carnival.com