Carnival Cruise Line's '100% Holiday' via Today the Brave

By AdNews | 30 January 2024

Carnival Cruise Line (CCL) has released ‘100% Holiday’ via Today the Brave.

Capitalising on Carnival's existing brand awareness, the 100% Holiday campaign was designed specifically to drive consideration and conversion further down the funnel.

The campaign resulted in 149 assets, crafted to address four unique audience segments, across two different ships in the Australian market.

’100% Holiday’ is a big idea that recognises the fact that most people spend a lot of their holidays not ‘being on’ holiday.

Between planning where to stay, looking for things to do, searching where to eat or shop for food and trying to keep everyone entertained, people are actually left with very little “real” holiday time.

On a Carnival cruise, it’s 100% holiday from the moment they step on board - simply unpack once and let the fun unfold.

Off the back of this platform, Today the Brave commissioned bespoke research and were able to dissect the various audiences according to how they would want to spend a ‘100% Holiday’.

The campaign has been designed to illustrate just how much fun can be packed into a Carnival holiday, ensuring holidaymakers are maximising their well-earned time off.

100% Holiday was created to help Australians reappraise the value of a cruise, highlighting that once guests are onboard they are able to enjoy a range of the 45+ activities onboard with minimal disruption.

Jade Manning, creative partner at Today the Brave, says 100% Holiday is a compelling reason for people to book a Carnival cruise for their next getaway.

"Everything is taken care of from the moment you step on board; no more planning, packing and repacking, trying to decide on what to have for dinner or how to entertain the kids," she says.

Vince Osmond, creative partner at Today the Brave, says there’s such a lovely universal insight behind the campaign.

"It’s one of those ideas that can keep giving," he says.

100% Holiday is currently in market across OOH, digital (OLV and high impact display), social and radio - with placements booked via Speed.

‘Carnival is experiencing an exciting period of growth, fuelled by the escalating demand for cruise holidays.

Anton Loeb, senior director, sales and marketing at Carnival Cruise Line, says the value and convenience of a Carnival cruise is second to none.

"100% Holiday wraps it all up in our usual fun, playful style," says Loeb.

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