carnival cruise media plan 2017 · pdf fileswot analysis strengths ... • royal caribbean...

KKkaitlin kumbalek

carnivalcruise media

plan2017

situation analysis

Carnival currently sails 23 classes of ships and just announced a new vessel that will sail in 2018

There are different room/view options that correlate to an increase in price4

• Interior• Ocean view• Balcony• Suite

Parent Company:Carnival Corporation1

Annual Sales: $15,714,000Employees: 91,300

Parent to 74 companies including: • Carnival Cruise Lines• Costa Crociere S.p.a.

• Princess Cruises• P&O Cruises Unlimited

• Cunard Line Ltd.• Holland America Line N.V.

Industry:Travel and Reservation Services“companies engaged in providing travel and reservation services including travel agencies, tour operators, and

convention and visitors bureaus”1

United States represents 37.37% of this category2

ProductCruises:

round trip cruise leaving from and returning to the

same port3

Journeys: cruises departing from one port and ending in another, potentially traveling trans-

oceanic3

&

Place

Price

Promotion

Carnival sails from 15 USdomestic ports & Puerto Rico5

• Baltimore• Charleston• Fort Lauderdale• Galveston• Honolulu• Jacksonville• Los Angeles• Miami• Mobile• New Orleans• New York• Norfolk• San Juan• Seattle• Orlando• Tampa

En route to destinations they differentiate as follows:6

• Caribbean• Bahamas• Mexico• Bermuda• Alaska• Canada/New England• Hawaii• Panama Canal• Cuba

They also travel to other destinations out of their inter-national port cities including:

• Europe• Australia

• Carnival is considered the lowest cost cruise line• The price completely depends on the room quality and

location on-board, excursions and add-ons• Their daily rates are thought to compete with the daily

cost to go on any other vacation when taking into consid-eration accommodations, food, and extras

Carnival leverages various partnerships including7:

• Ellen DeGeneres• New Orleans SaintsCarnival appears to be targeting parents with children• Playful imagery• Children/families in adsTheir message is heavy on price and extras• The price is the largest font • Ads generally have some sort of offer

Seasonality: Carnival Cruise Lines offers cruises year round. While certain destinations are more desirable during certain times, there is always a destination in season.8, 9

Caribbean/Bahamas• High season: Late June – August; Christmas and New

Year’s weeks; February – mid-April• Low season: Late April – May; September – early January

(excluding holiday weeks)

Mexico• High season: Holiday weeks; February – mid-April• Low season: Early January, May, October, November

Bermuda• High season: June – August• Low season: April, May, September, October

Alaska: • High season: June – August• Low season: May, September

Canada/New England• High season: September, October• Low season: May – August

Hawaii• High season: Late December – April• Low season: May, June, September – mid-December

• Value for money: Cruise prices can vary greatly, but there are nightly rates that are very competitive with the amount one would spend per person on a different vacation.

• All inclusive option: Choosing a cruise makes vacationing very easy and mindless. You can pay for any add-ons in advance and, once on the boat, you don’t have to worry about any planning.

• Family friendly: Certain cruises are very accommodating for families with members of all ages and have something to keep everyone busy whether they want to relax or be adventurous.

• Pampering: A perk of cruises is the sense of pampering people feel as the staff assists them along their vacation and they are served high quality food during their stay

• Passport: For cruises that start and end in the same US city, US citizen cruisers will not need a passport, which can be a huge relief for those traveling with young chil-dren, large groups, or at the last minute.17

Competitive Category:

Shipping and Water Transport “Companies engaged in shipping and water transportation including deep sea freight and passenger transportation, coastal and great lakes freight and passenger transportation, and inland water freight and passenger transportation”10

Unites states represents 19.12%11

Industry Activity and Product“Cruise lines (i.e., deep sea passenger transportation to and from domestic ports, including Puerto Rico)”“Cruise lines (i.e., deep sea passenger transportation to or from foreign ports)” 10

thecompetition

• Accessibility: Cruises can be an option for handicapped people who are unable to fly, especially since ports are becoming more and more accessible via driving, and the on board experience has been adapted to accommodate wheelchairs.16

• Social environment: Cruises are a great way to meet peo-ple from all around not only the US but also across the world. They host a very friendly, welcoming environment.

• “Unpack Once”: The unique aspect of a cruise is the opportunity to visit many destinations within a particular region, but only having to unpack once.

• Customizable: No matter what kind of vacation you are looking for; a cruise can offer it. You can sign up for var-ious activities at the port cities to fill your days or simply lounge by the pool.

• Group/Event travel: Cruises are considered a great option for group or special event travel since it eliminates the headache of coordinating many people. Everyone simply books the trip and boards the boat.

There are so many ways to spend a vacation. So, in order to identify those options that are a competition to a Carnival cruise, it is important to understand why people go on cruises. Once we understand what this customer is looking for in a vacation, it is easier to analyze what other vacations closely parallel the benefits of a cruise. Accord-ing to several blogs and cruise rating websites, these are the top reasons people choose a cruise vacation: 12,13,14,15

Main Competitive CategoriesOther cruise lines (excluding those owned by Carnival Corporation)18

• Norwegian Cruise Line• Royal Caribbean• MSC Cruises• Disney Cruise Line• Oceania Cruises• Celebrity Cruises• Crystal Cruises• Cunard Line• Azamara Club Cruises

Vacation packages services

• Orbitz• Expedia• Kayak• Travelocity• Priceline• CheapOair• Trivago• Hotwire• Bookit• Costco Travel• Sam’s Club Travel

Top 3 CompetitorsThe top competitors are still considered other cruise lines since a cruise is such a specific form of a vacation. The vacation plan-ning process begins by establishing the type of vacation (beach, city, nature, etc) and then identifying the best place to do so. The decision would rarely be between a cruise and a road trip through Yellowstone National Park, for example. For that reason, the top 3 competitors have been identified as:

• Santa Cruz, CA• Sarasota, FL• San Francisco, CA• Long Island, NY• Hollywood, CA• Myrtle Beach, SC• Cape Cod, MA• Santa Barbara, CA• Hilton Head, SC• Chicago, IL• Sanibel Island, FL• Venice, CA• Marco Island, FL• Tybee Island, GA• Mandalay Bay, HI

• BJ’s Wholesale Travel• Marriott Vacation Club• Hilton Grand Vacations• Omni Vacation Club• Time shares• Southwest Vacations• Delta Vacations• JetBlue Getaways• United Vacations• Spirit Vacations• American Airlines Vacations

• Viking Cruises• Regent Seven Seas Cruises• Seabourn Cruise Line• Silversea Cruises• Uniworld• Avalon Waterways• AmaWaterways• Paul Gauguin Cruises• Windstar Cruises

Popular US destinations (particularly beaches)

• Orlando, FL• Maui, HI• Honolulu, HI• Miami, FL• San Diego, CA• Malibu, CA• Los Angeles, CA• Fort Lauderdale, FA• Siesta Key, FL• Kauai, HI• Santa Monica, CA• Naples, FL• Destin, FL• Laguna Beach, CA• Clearwater, FL All inclusive resorts (both in the US and cruising destinations)

• Disney World • Disney Land• Atlantis• Mexico (several)• Puerto Rico (several)

• Most closely competes with Carnival on price

• Has similar US port departures and destinations

• Offers comparable amenities and packages on board

• Differentiated by its lack of set times for meals19

• Informal atmosphere

• They do not compete in price but rather experience, typically a much more expensive cruise

• However, Disney is also targeted at a family demographic so parents could be assessing both cruise lines and identifying the best value, even if they do fall into different price categories

• A low cost cruise, but is typically slightly more expensive than a Carnival cruise

• Less targeted at families than the other cruises

• Also based out of Miami with several destinations in the Caribbean

swot analysis

StrengthsPrice competitive• Their streamlined organization is able to keep prices

low and attractiveLargest cruise line and therefore large network• Carnival can offer a wide range of destinations to

their customersStrong, recognizable brand• It is a well established, recognizable brand with top

of mind awareness

WeaknessesEurope• Cruises within Europe start and end there, so trav-

elers looking to cruise Europe may not choose Carnival

Transoceanic from US• There aren’t any transoceanic cruises originating in

the US at this pointNegative media attention is damning• All news is not good news for Carnival, and any

incidents on board, particularly bringing safety into question, can be devastating

OpportunitiesExpanding market/Growing economy• As the economy continues to recover, people have a

larger disposable income to put towards travelBaby Boomers• The huge baby boomer population is looking to

travel, and often without a budget20

ThreatsRules and regulations• Cruise lines in general are subject to plenty of legis-

lation that can disrupt their internal and corporate operations

Fuel prices• The price of Carnival’s operation hinges on the price

of fuel, and when fuel is expensive their platform of affordable cruising is no longer true

Natural disaster• A constant threat is the reliance on weather and

ocean patterns. Major storms can completely disrupt the operation

competitive spending analysis

thecategory

carnival

royal caribbean

disney

norwegian

• Disney spends just over 1/3 of the total category spend, over double Royal’s spending

• Carnival also has a strong SOS, just under 1/3 of the spend of the 4 companies• Royal is being outspent by everyone, particularity Carnival and Disney. This

may be to their advantage if they still have a strong SOV and are profiting off a smaller SOS

• Norwegian is spending just under 25% but still has a sizable portion of the dollars, above Royal and just behind Disney and Carnival

Total Category Spend

TV

Spot Cable

• No cruise line is currently spending in radio• This could be a medium of opportunity for Carnival to really dominate this space• It is particularly beneficial since it is a relatively cheap way to get a lot of impressions

Radio

• Carnival dominates the TV market with over 1/3 of the spend• Royal has the smallest SOS, despite being the only one spending in Network• Carnival has one of the largest Cable TV spends (tied with Norwegian) and may benefit from continuing to grow this bud-

get if positive results are being seen; this would also allow Carnival to claim the top spot for Cable TV• Royal Caribbean is the only cruise line that spends in Network TV (not shown)• No one spends in Syndicated TV (not shown)

Print Media

Magazines

Local NewspaperNational Newspaper

• Disney has a very strong print presence, specifically local newspapers and magazines• Royal has an overwhelming spend in national newspapers; this may be somewhere Carnival should be wary of increasing

spend since Royal already holds such a majority• Disney has the highest spend in Magazines, however Carnival also has a sizable spend and may be able to become the

strongest cruise line in this space with an increase in spend• The overall dollar amount spent in newspaper is low compared to other mediums, so a budget increase dramatically in-

crease the SOS for newspapers

Outdoor

• Spending in internet is relatively equal across the board, however Norwegian is underspending relative to the competition

• Internet is a small portion of the total budget, and Carni-val could increase the budget to gain some impressions on internet and maintain a strong presence

• Disney accounts for almost half of the total spend for Outdoor and almost double Carnival’s spend

• Norwegian spends almost 1/3 of the total SOS, meaning Carnival spends the least of its competition that has mon-ey in this space

Internet

• Cable TV and Magazines are clearly the places where the most money is spent between these 4 companies• It is important to note, however, that almost half of the Magazine spend is coming from Disney• Everyone spent in Cable TV, in fact Carnival is responsible for over 1/3 of the spend• There may be opportunities in Radio and Syndicated TV to really dominate the space

thecompetitors

Category Media Mix

• Total Budget: $38,412,000

• Overall SOS: 34%

Media Mix

• Disney has invested heavily in Magazines and has a strong Cable TV presence• They spend relatively consistently across the rest of the mediums they spend in,

excluding Network TV, Syndicated TV and Radio where they don’t spend at all

• Disney spends all of their budget between September and February, spending between about $5-$7.5 million each month• They do not spend any money in March through August; if Carnival identifies this as a time to target potential Cruisers this

would be the time to dominate the various channels and overshadow Disney’s messaging

Seasonality



• Norwegian also mainly focuses on Cable TV and Magazines, putting a varied emphasis than Disney does; they spend about twice as much in Cable TV and half as much in Magazines

• They do not spend in Network, Spot or Syndicated TV, Radio or National Newsp • Their spend in local newspapers, Internet and Outdoor is nominal compared to

their other spend categories

• Norwegian spends all of their budget between September and February, however they spend evenly across these fall and winter months, about $4.3 million per month

Media Mix

Media Mix

Seasonality

Seasonality

• Royal is spending all year long, and is in fact increasing their spend in the months when competitors aren’t spending at all• They spend just over $1 million from September through April, but then increase spending to almost $2 million from May

through August



• Royal is the only one spending in Network, but is mirroring the other cruise line competitors with heavy spend in Cable TV and Magazines

opportunities for carnival

Within each medium:• There is currently no spend by any competitors in Syndicated TV or Radio, and

little spend in National TV and Outdoor • Carnival has an opportunity to shine in some of these mediums by capitaliz-

ing on the visual capabilities of TV, the cheap price of radio and the impact of outdoor

Seasonality:• If summer months are identified as an effective time to reach potential custom-

ers, this may be a time to be noticed in the market• Two competitors aren’t advertising at all, and the one that is has a budget that

is less than half of what Carnival has to spend• They key is spending in times and places that are effective yet not too clut-

tered; for Carnival this would be Syndicated TV, Spot TV, Radio, Local Newspa-pers and Outdoor between May an August.

-The other mediums would also be a reasonable option during these months since Royal is the only competitor in the space at those times• Carnival is currently spending almost $3 million each month without changing

the spend amounts in each medium, so there is definitely an opportunity to advertise in different combinations of mediums at different times

target profile

upper income parents

• Most parents in our target (74%) are making $100,000-$249,000• About 95% of these families have 1-3 children• The children are most commonly 2-9 or 12-17

150k

2-9 & 12-17

Education

• Our target is mostly college educated and more likely than the average population to have graduated from a four-year college and/or graduate school

Carnival is looking to target upper income parents, so it is necessary to understand who this consumer is. Upper income parents have been defined as those individuals whose household income is over 100k or fall into the top tier (10%) of the TGI socioeconomic breakdown and have children under the age of 18 present in the household.

demographic informationAge & Race

• Our target is predominantly age 30-49• Almost 40% of our target is 35-44, a large portion for a concentrated age group - Due to restrictions in Media Flight Plan, however, this plan will be shown in the context of targeting 35-49• Over 70% of our target is white• A high proportion of Asians and a low proportion of Spanish/Hispanic/Latino are upper income parents

Geography

• Our target overwhelmingly lives in metro areas (80%) - About half are concentrated in the top 25 metropolitan areas• About 75% are located in the Pacific, Southeast or Northeast Nielsen regions

Occupation

• Our targets work in skilled, typically white collar professions• They are more likely than the average population to hold these roles

psychographic information

• Our target enjoys activities both outdoors and in the home

• Some interests coincide with the options of a cruise, i.e. dining out and going to a beach

Memberships• Our target is involved in their

community, especially when it involves their children and their education

Recent Experiences• Our target is in a transitional

period of life, experiencing new jobs, homes, cars, etc.

• Our target is likely growing their family with their first or second child

Leisure Activities

• Our target is optimistic about life and is content with their current situation

• Our target values other cultures and countries

• Family life is the most important factor to our target (84%)

General Attitudes

Lifestyle & Internet Attitudes• Our target relies on the internet

as a way to shop, book travel, get information, etc.

• They also prefer to access the internet from their mobile devices

Diet & Health Attitudes• Our targets are busy parents

who aren’t spending enough time on themselves

• They recognize that they are often deprioritizing their health, however they are working to be healthier

• While our targets have a high income, they are still bargain shoppers and do not splurge on their children without the proper occasion

• They plan for spendy purchas-es and read into the products they buy

• It is important to consider the effect their children have on buying decisions

Environmental Attitudes• While our target isn’t partic-

ularly concerned about the environment, they do make an effort and appreciate compa-nies that do the same

Shopping Behaviors

travelinformation

General Information & Attitudes

Vacation Activities

• Our target is already traveling, mostly domestic (82%)• Almost 60% have passports and are interested in foreign travel, but only about

50% do travel internationally• They are primarily booking travel online and not through a travel agent• Our target is more likely to enjoy vacations with pre-planned activities

Cruise History

• Our target is mostly not taking cruise vacations, less than 15% have in the last 3 years• However, they’re more likely than the average adult to travel on Carnival when cruising

• When on vacation, our target enjoys relaxing on a beach and vising the spa, however they also enjoy faster paced activities like water sports

• About 70% of our target reports enjoying sightseeing while on vacation

media profile

print

• Nationally, our target is most likely to be reading the Wall Street Journal or the New York Times• They are not reading the entire newspaper, meaning ideal placement within is crucial

• They are mostly reading general news and the front page, as well as business and sports• They are not reading sections on TV or Radio Listening so this section should be avoided

• Almost half of our target is reached with SmartSource alone• Since receiving the newspaper is common in the US, our target is overall not much more likely than average to receive it• Our target is easily reached with these inserts, however it is important to consider that anyone who receives the Sunday

paper will automatically receive these as well meaning they may not actually read them

Sunday Supplements

Newspapers

Magazines

• Magazines like People, Better Homes & Gardens, Time and National Geographic will build reach• Our target is considerably more likely to read Family Fun, Parents, and Wired

• Our target is particularly interested in targeted, health publications• Our target is about 40% more likely than average to read Women’s Health or Shape

Important Distinctions

• Our target is overall not reading “outdoorsy” publications, particularly Town & Country despite their branding of luxury style, travel and leisure

• Our target is also not reading specific hobbyist magazines, especially car related ones• Despite our target’s interest in Better Homes & Gardens and Women’s Health, they are not reading Good Housekeeping or

other women’s magazines

televisionCable

• Our target is clearly viewing television with their children and again, it is important to consider their children’s impact on buying decisions

• Channels like ESPN, HGTV, TBS and History each reach almost 25% of our target• While our target isn’t much different than average in their viewing of channels including Discovery, CNN, A&E, and History,

the channels’ reach warrants ad placements


• While Adult Swim is similar to TBS, SyFy and Nat Geo Wild are similar to Discover, and Ion features similar programming to USA/A&E, our target is less likely to see these

• While our target is viewing children’s shows, we should avoid channels that skew teen i.e. Teen Nick and Cartoon Network• Our target doesn’t watch some spin off channels such as MTV2 or ESPN Classic

TV Shows

• Our target enjoys competition based reality shows like The Bachelor and Survivor• Our target watches many sitcoms, including Big Bang Theory which reaches almost 20% of upper income parents• ABC and NBC dramas are particularly popular with the target, as well as Modern Family


• While our target enjoys network programming, they not watch specials or weekend news - The weekend news may seem to have decent reach, however this is totaled across three networks and two days• While our target enjoys dramas, they are overall less likely to watch crime dramas• Our target enjoys reality TV, however they seem to prefer talent and adventure based competition shows over “swap”

shows and ones with celebrities• Our target seems to prefer sitcoms centered around friends rather than family

Sports

radio

• Our target is watching post-season sports, especially NFL Playoffs and the Super Bowl• While NBA Post season only reaches about 15% of our target they are 31% more likely than the average adult to be tuned

into that programming• Our target is also watching college sports, specifically the football post-season again

• Our target is best reached in the Early Morning, Early Fringe, or during Primetime• Our target is 35% less likely than the average adult to be watching during the day• Overall our target is not very different from the US population in their TV viewing habits

• Our target listens to a variety of radio genres but is at least 60% more likely than the average adult to be tuned into Contemporary or Sports radio

• News, Country/Western, and Contemporary stations each reach approximately 20-30% of our target• They are most often listening during drive times, which starts earlier during the week• They are not listening late at night, therefore radio should focus on drive times only

TV Daypart

digital

• Almost 98% of our target is online, so it is important to consider the value of digital ad placements • They are primarily accessing the internet when at home or work, but also public places

Internet Usage

• Our target primarily uses the internet to look up information, consume media, use social networking sites, shop, access email and bank online

• While more of our target accesses the internet from a non-mobile/handheld device, our target is more likely than the average US population to use mobile when doing so

• When shopping, they are conscious spenders and use coupons and visit deal sites

MobileOnline Activities

Websites

• Over half of our target report using Facebook, YouTube or Amazon, about one third report using Craigslist, Weather.com or Yahoo meaning large portions of our target are using similar sites

• Our target’s use of Craigslist, Groupon, eBay, and DIY Network suggests they are savvy spenders • Our target is much more likely than the average adult to consume news and sports on the web (54%-109%)• Our target is definitely using travel sites to research and book travel, which is a key insight and deserves careful consider-

ation when buying space on these sites• Our target is 123% more likely than the average adult to visit Disney.com, an important consideration for awareness when

the brand is that of a key competitor

mediaplan

objectives Sales Objective

Marketing Objective

Advertising Objective

Media Objectives

Increase sales by 3% in 2017

Stimulate cruise purchases among 25% of upper income parents in 2017Stimulate strong emotions among parents, including the desire to create lasting family memories and the need to experience exciting adventures with their family

Budget $42,000,000

Target

Geography

Seasonality/Scheduling

Plan Performance

To reach parents age 30-49 with a HHI of 100k+ who have children under the age of 18 in the home

To execute a national campaign with heavy-ups in 30 major metro areas

To provide continuity support all year long with national coverage as well as heavy-up concentrations.

Determining Frequency with the Ostrow Method:Marketing Factors: -.4 Established brand and long purchase cycle, but need to beat competition Copy Factors: -.3 Larger ad units and simple copy, however homogeneous copy among competitorsMedia Factors: +.1 High ad clutter in media mix and many media used, despite high attentiveness to media

• These are the characteristics that define the upper income parents Carnival is targeting

• Almost 50% of upper income parents are located in the top 25 metro areas

• The planning cycle for a cruise vacation is long and year-round, so the plan will mirror this

• While a moderate reach is required, frequency does not need to be prioritized as much

To reach 85% of upper income parents an average of 3.8 times per month in heavy-up markets and 75% an average of 2.4 times in every other market

strategiesNational Early Morning TV

National Early Fringe TV National Primetime TV

National Radio: Morn/Eve Drive

General Interest Magazines

Spot Late Fringe TV

Spot Cable TV

Digital Spot

• Over one-third of the target view early morning TV• This is a time when parents could be viewing with their

children, which is important when considering the chil-dren’s impact on buying decisions

• Early morning ad messaging can capitalize on viewers ap-erture by highlighting the benefits and routine of waking up on a cruise ship

• Early fringe TV reaches over half of our target, and is again when families could be viewing together

• Commercials can highlight the exciting on board and port destination activities cruisers can take advantage of

• Enticing potential consumers with the unique perks of a cruise as they wind down from the day is a great way to contrast a normal day with the opportunities of a cruise

• Digital is a great way to add depth to a campaign, so by investing heavily in the heavy-up markets Carnival can build both reach and frequency in these key areas.

• Digital is cheaper when bought on a spot basis so this is a cost-effective way to reach parents in desired markets.

• We know our audience is heavy internet users, especially on mobile, so leveraging digital is a key platform.

• Internet spend in the category is currently nominal, how-ever upper income parents have been shown to be heavy internet and mobile users so digital spot could be another opportunity for Carnival to really capture a key vehicle.

• Since primetime is viewed by almost 80% of our target, this will be a great vehicle to build reach

• Ads can highlight the family aspect of cruises and can deliver a mass appeal, since the primetime audience is not necessarily a targeted one, but rather a broad represen-tation of the entire population

• Royal is the only competitor spending in any Network TV, creating a great space for Carnival to spend and dominate

• Radio is cheapest when bought nationally, so the low CPM for both drive times is a great way to build frequen-cy on a national scale

• Carnival can capitalize on the single sense experience of radio and give listeners a taste of what it sounds like to be on a cruise

• By running national radio in conjunction with national television, Carnival can rely on imagery transfer to liven up their radio commercials in listeners’ minds.

• Messaging can be more experiential in the morning to keep Carnival top of mind and move to a more call-to-action focused message during the evening drive when these working parents are more likely to research Carnival

• There is currently no spend in radio, so any investment by Carnival would guarantee 100% SOV in this medium

• Magazines are the best print option for Carnival due to the quality of print and color they use. Unlike a newspa-per or Sunday Supplement, Carnival can count on the rich picture that magazines paint for their readers.

• Magazines are a “lean-in” medium. While viewers can passively watch a TV commercial, they choose to pick up a magazine. Therefore, magazine readers are more engaged and receptive to the messaging on their pages.

• By placing Carnival ads in general interest magazines, we can reach both genders of our demographic. Instead of only reaching moms in Shape magazine, for example, we are more likely to reach parents more generally with placements in publications like Time or Nat Geo

• Carnival can appeal to the aspects of a cruise these busy, upper income parents would enjoy at this time of day.

• Whether it is a fancy dinner, pool-side pampering or excursions, Carnival can be sure that these messages are reaching parents at a time when they are likely without their children, and messaging can be tailored accordingly.

• There is currently very little category spend in Spot TV

• Cable is a great way to target our audience by specific channels and therefore types of shows.

• Carnival can reach upper income parents when they are watching shows that offer an ideal aperture, for example, during a travel show on HGTV.

• Cable also introduces the opportunity to target these parents by placing ads on channels we know they are viewing with their children

• Spot cable specifically hones in on the heavy-up markets that are a key part of the campaign

Seasonality While there are peak travel times, travelers are always planning and buying their vacations. So, it is in Carnival’s best interest to advertise year round to always be top of mind for consumers. By leveraging cheaper vehicles for frequency and others for their reach, Carnival can consistently put messaging in front of their target to maximize the chances of them choosing Carnival for their next vacation.

summaryCreative Units

TV: 30 second commercialsRadio: 30 second spotsMagazines: FPG 4CDigital: Targeted Sites Social Mobile

Heavy-Up Markets& their percent of US households

CPM by Medium

Media Mix

Plan Performance

This plan will execute a heavy-up in the top 30 US markets. Below is this list with the correlating percent of households

Objectives were met in both heavy-up markets and every other market

This plan leverages some of the most cost-effective media vehicles available. By utilizing those with cheaper CPMs (National Radio & Digital Spot) to build both frequency and reach on a national and local scale, Carnival can then also leverage more expensive vehicles (National TV, Spot TV & Spot Cable) for their reach and targeting capabilities. By using a mix of these CPMs, Carnival can be most effective with their advertising dollars.

The largest portion of Carnival’s budget went towards television, specifically National Primetime, Spot Cable and Spot Late Fringe. However, this media mix leverages the capabilities of seven other key vehicles nationally and locally.

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712

5.7

125.

712

5.7

125.

712

5.7

125.

712

5.7

CO

ST:

1508

.6G

ener

al In

tere

st M

agaz

ines

3030

3030

3030

3030

3030

3030

GR

PS:

360

$(00

0)41

2.0

412.

041

2.0

412.

041

2.0

412.

041

2.0

412.

041

2.0

412.

041

2.0

412.

0C

OST

:49

44.2

Spot

TV-

Late

Frin

ge/N

ews

2525

2525

2525

2525

2525

2525

GR

PS:

300

$(00

0)50

1.4

501.

450

1.4

501.

450

1.4

501.

450

1.4

501.

450

1.4

501.

450

1.4

501.

4C

OST

:60

17.4

Spot

Cab

le40

4040

4040

4040

4040

4040

40G

RPS

:48

0$(

000)

655.

165

5.1

655.

165

5.1

655.

165

5.1

655.

165

5.1

655.

165

5.1

655.

165

5.1

CO

ST:

7861

.4D

igita

l Spo

t: Ta

rget

ed S

ites,

So

cial

, Mob

ile66

6666

6666

6666

6666

6666

66G

RPS

:79

2$(

000)

261.

426

1.4

261.

426

1.4

261.

426

1.4

261.

426

1.4

261.

426

1.4

261.

426

1.4

CO

ST:

3136

.7N

atio

nal O

nly

Are

aG

RPS

207

207

207

207

207

207

207

207

207

207

207

207

GR

PS:

2484

$(00

0)20

8220

8220

8220

8220

8220

8220

8220

8220

8220

8220

8220

82C

ost:

2498

4R

each

7575

7575

7575

7575

7575

7575

Avg

. Fre

q.2.

82.

82.

82.

82.

82.

82.

82.

82.

82.

82.

82.

8Sp

ot O

nly

Are

aG

RPS

131

131

131

131

131

131

131

131

131

131

131

131

GR

PS:

1572

$(00

0)14

1814

1814

1814

1814

1814

1814

1814

1814

1814

1814

1814

18C

ost:

1701

6R

each

58.7

58.7

58.7

58.7

58.7

58.7

58.7

58.7

58.7

58.7

58.7

58.7

Avg

. Fre

q.2.

22.

22.

22.

22.

22.

22.

22.

22.

22.

22.

22.

2Sp

ot +

Nat

iona

lG

RPS

338

338

338

338

338

338

338

338

338

338

338

338

GR

PS:

4056

$(00

0)35

0035

0035

0035

0035

0035

0035

0035

0035

0035

0035

0035

00C

ost:

4200

0R

each

87.5

87.5

87.5

87.5

87.5

87.5

87.5

87.5

87.5

87.5

87.5

87.5

Avg

. Fre

q.3.

93.

93.

93.

93.

93.

93.

93.

93.

93.

93.

93.

9

Tota

l Acr

oss

1) Avention. (n.d.). Company Summary for Carnival Corporation. Retrieved September 20, 2016 from One-Source Global Business Browser database. 2) Avention. (n.d.). Travel and Reservation Services Industry Summary. Retrieved September 20, 2016 from OneSource Global Business Browser database. 3) https://www.carnival.com/cruisesearch#?layout=grid&pageSize=8&exclDetails=false&showBest&pageNum ber=1&sort=FromPrice&numAdults=2&numChildren=0&useSuggestions4) https://www.carnival.com/onboard.aspx5) https://www.carnival.com/cruise-from.aspx6) https://www.carnival.com/cruise-to.aspx7) https://moat.com/advertiser/carnival-cruise-lines?report_type=display8) http://www.cruisecritic.com/articles.cfm?ID=1339) http://www.cruisemapper.com/wiki/899-when-is-the-best-time-to-cruise 10) Avention. (n.d.). Shipping and Water Transport Industry Summary. Retrieved September 20, 2016 from OneSource Global Business Browser database.

11) Avention. (n.d.). Geographic Segmentation within Shipping and Water Transport Industry Summary. Retrieved September 20, 2016 from OneSource Global Business Browser database. 12) http://abcnews.go.com/Travel/top-reasons-cruise-family-friendly-affordable-vacation-deals/sto-ry?id=1179643413) http://www.cruisemaven.com/top-10-reasons-for-a-cruise-vacation/14) https://www.prlog.org/10086319-18-reasons-why-people-take-cruises.html15) http://www.streetdirectory.com/travel_guide/215769/cruises/top_five_reasons_why_cruise_vacations_are_so_popular.html16) http://www.access-able.com/ft-2-06-cruise.html17) https://www.passportsandvisas.com/cruise/lines/carnival-cruises 18) https://en.wikipedia.org/wiki/List_of_cruise_lines19) https://en.wikipedia.org/wiki/Norwegian_Cruise_Line20) http://www.aarp.org/research/topics/life/info-2015/2016-travel-trends.html

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