Final Campaign Plan Book: Carnival Cruises

8/18/2019 Final Campaign Plan Book: Carnival Cruises

1/57


2/57


3/57

(2>?1 4I 34561569Situation Analysis

Campaign Strategy

Creative Plan

Media Plan

PR & Promotion Plan

Attribution

04

20

28

33

40

51

J


4/57

76/26745 252?G97


5/57


6/57


7/57


8/57

;/,(, 13 6"(A, 3,A0,)4 '< 4/, @'@+6"41')M/' /"?, 4("?,6,# 1)4,()"41')"66$ ")# 4' 4/,>"(199,")O " @'@+6"( .(+13, #,341)"41') ")# )'44"7,) " .(+13, FLJHE ;/,3, @,'@6,c

A'1)A 4' 4/, 9,"./O 31A/43,,1)AO ?13141)A 4/, 3@"")# 3/'@@1)AV "66 ".41?141,3 4/"4 .+((,)4 >"()1?"6.(+13,(3 ,)^'$ ")# >"()1?"6P3 .(+13,3 '


9/57


10/57

!"#$%& ($)& *"$+&,-./01 2"$3 45!0"$66&0)7 $).

0#8#"09 %&0%5)

253 2:"&&/&%4$)04$5)%

;"(199,")LE g"/"0"3GE !,T1.'

g"6410'(,O g'34')O

>"@, I19,(4$OR'(4 I"+#,(#"6,O5"6?,34')O&')'6+6+O !1"01Od,M \(6,")3O Z'(4>")"?,("6O -")i1,A'O -,"446,O-,M"(#O ;"0@"

V8'.7.61091)A M"66

V81@>'(# 1R6$VX., -7"41)AV56".1,( ;(,771)AVUT@6'(1)A !$")8+1)3V>+131), ;'+(3

>"()1?"6 .+((,)46$ 3143 "3 4/, )+09,( '), .(+13, '@,("4'( 1) 4/, M'(6#O


11/57


12/57


13/57


14/57


15/57


16/57


17/57


18/57


19/57


20/57

&2$B27A5 960261A


21/57


22/57


23/57


24/57


25/57


26/57


27/57


28/57


29/57


30/57


31/57


32/57


33/57


34/57

JU

>H1367;19 l 2B106/0+,)@- #CS,&(@[,"\+( A'"6 "4 !+3, X)4,A("41?, !"(7,41)A 13 4' ,


35/57


36/57


37/57


38/57


39/57


40/57

B/>?73 01?267459 =Z-K


41/57

B/>?73 01?267459 1;1569

=04$467452? +1*;X\d

g\*8i :X;& >*8dXe*If Z1)4,(,34 3M,,@34"7,3 #+(1)A

-,@4,09,( f 8,V@1) >"()1?"6 0,#1" ")# 0,#1"

(,6"4,# 4' >"()1?"6 9(")#f

LE gU&Xdi ;&U -U*- :X;&>*8dXe*I h\D;DgU -U8XU-, -./012345 -36"67. 8.09.8, ).: ;9 ?34@> @>/@

>95>295>@8 649A6. /8B.=@8 3C 70/4<, [email protected]@ >95>295>@8 8@/E.>32/16#(,)P3

8,3,"(./ &'3@14"6f C[o '< 41.7,4 3"6,3 M166 9, #')"4,#

4' -4E 2+#,P3f &"(6,0 56'9,4('44,(3 M166 @(,"()1?"6!"#$%O 3,4 4' 9, (,6,"3,# 1) L[BW

I75/16#(,)P3 8,3,"(./ &'3@14"6@"41,)43 ")# !"7,V*V:13/R'+)#"41') @"(41.1@")43

f >"()1?"6 9(")#1)A "4 ,?,)4-Z\uU-:\!Ud UIIUd iU5UdU8U-f e'1., '< i'($ 1) R1)#1)A i'($f >('33V@('0'41') 6,"#1)A +@ 4'

,?,)4 ') ;/, U66,) -/'M-\>X*I !UiX* -:UUZ-;*uU-

UM


42/57

U.

B/>?73 4B75745 6015"()1?"6 >(+13, I1),3 (+13,S #('@@,#>"()1?"6P3 '?,("66 9+NN 3.'(, 9$ C[ @'1)43 FBBYHd,"(6$ " $,"( "'(@'("41') 13 " @+961.6$ 4("#,#.'0@")$ ') 4/, d,M h'(7 -4'.7 UT./")A, 4/"4@"$3 "))+"6 #1?1#,)#3 4' 143 3/"(,/'6#,(3E ;/,#1?1#,)#3 #,.(,"3,# 4' LECJ @,(.,)4 1) L[BGO.'0@"(,# 4' ]E[Y @,(.,)4 1) L[BLO M/1./ "(,"44(19+4,# 4' 4/, .'0@")$P3 ),A"41?, @+961.14$"()1?"6 (,61,3 ') .')3+0,(P3#13@'3"96, 1).'0,O @'3141?, @+961. @,(.,@41')'< >"()1?"6 >(+13, I1),3 13 ,33,)41"6 "()1?"6P3 7,$ 4"(A,4.')3+0,( 3,A0,)43E X).(,"3,# .')3+0,

3@,)#1)A ''((,3@')#1)AM14/ 4/, 1)4('#+.41') '< 4/13 ),M ."0@"1A)!+3, X)4,A("4,# !"(7,41)AP3 @+961. (,6"41')3@('A("03 M166 ,34"9613/ .(,#191614$ 4/('+A/ 410,6$#133,01)"41') '< ),M3 ")# @('0'4, 4(+34 4/('+A/@/16")4/('@1. "33'.1"41')3 4' .(,"4, .'(@'("4,A''#M166


43/57

UJ

$1"()1?"6 >U\ I1,3 I'M *"()1?"6 4' -@,)# D@ 4' _K[[ !1661') 4' D@A("#, R6,,4Sg$ 2'") UE -'630")O ;/, :"66 -4(,,4 2'+()"6*@(16 BKO L[BG

Q;' :'' D),"3$ R1(34V;10, >(+13,(3O >"()1?"6 I"+)./,3 Z'34VvZ''@ >(+13,P 5+"(")4,,Sg$ g("# ;+446,O ;10,-,@4,09,( BWO L[BG

Q;'' g1A 4' -"16s >(+13, -/1@3 R"., -.(+41)$Sg$ 2"# !'+"M"#O ;/, d,M h'(7 ;10,3\.4'9,( LKO L[BG

Q;/, D)/1@O D),T@,.4,# 2'$3 '< >(+131)ASg$ !"(7 !1440")O ;/, d,M h'(7 ;10,3

!"(./ BLO L[B]

Q>"()1?"6 >(+13,3 g''73 !'(, Z"33,)A,(3c")# I'3,3 !'(,!'),$Sg$ g("# ;+446,O ;10,!"(./ LWO L[B]

Q>"()1?"6 >(+13, I1),3 *))'+).,3 -@(1)A L[B] v>"()1?"6 IXeU>').,(4 I1),+@Sg$ >"()1?"6 >(+13, I1),3O Z8d,M31(,

\.4'9,( B[O L[B]

Q>"()1?"6 >(+13, I1),3 >U\ 5,(($ >"/166 8,41(1)ASg$ &"))"/ -"0@3')O !1"01 &,("6#\.4'9,( G[O L[B]

Qg,34 >(+13, I1),3 1).6+#, 8'$"6 >"(199,")O i13),$Sg$ u"41" &,44,(O >ddd'?,09,( BYO L[B]


44/57

UU

62D1:4?"()1?"6 0"1)4"1)3 " (,@+4"41') "3 4/, QR+) -/1@S M14/1) 4/, .(+13, 1)#+34#+, 4' 143 "()1?"6P3 JLOK[[ ,0@6'$,,3 "(, ,33,)41"6 4' 0"1)4"4/, .'0@")$P3 9+31),33 0'#,6 ")# (,@+4"41') FBLGHE U0@6'$,,3 "(, 0'34 .').,(),# M14/ M'(71)

.')#141')3O M'(7@6"., "40'3@/,(, ")# '@@'(4+)141,3 "()1?"6 (,61,3 ') 4/,3, @'(43 '< ."66 4' @('?1#, " ?"(1,4$ '< ,T.141)A 3/'(, ,T.+(31')3 1) ,T./")A, <

4/, 6"(A, )+09,( '< 4'+(1343 4/"4 ?1314 ,"./ $,"( FBLKHE i,341)"41') .141,3P @(10"($ 1)4,(,343 1).6+#, 4/,,.')'0$ ")# 4'+(130 1)#+34($ "3 M,66 "3 ,)?1(')0,)4"6 10@".43 ')?,)41'"()1?"6 .')41)+,3 4'


45/57


46/57


47/57

UV

9:446 I40 6:1 3/03 " ),MO '),V'"()1?"6

"0 +@ M14/ 4/, &"(6,0 56'9,4('44,(3O " /1A/6$ ,)4,(4"1)1)A "()1?"6P3 M'

33 ,)4,(4"1)0,)4 M14/'+4 .'001441)A 4' " 6,)A4/$ .(+13, ?"."41')E ;1.7,43 M166 9, @(1.,# (")A1)A "()1?"6 M166 .(,"4, 9+NN 9$ ."@14"61N1)A ') 143 34(')A 3'.1"6 0,#1" @(,3,)., 4/('+A/ @('0'41'# )')V4("#141')"6 0,#1" ".41?141,3E g,A1))1)A 1) 2")+"($O >"()1?"6 M166 (,6,"3, ?"(1'+3 0,#1" @".7"R".,9''7O ;M144,( ")# X)34"A("0 3+./ "3 Q3),"7 @,"7S ?1#,' .61@3O 1)4,(?1,M3 M14/ &"(6,0 56'9,4('4

"$,(3 ")# 9,/1)#V4/,V3.,),3 @/'4'3 4' A,),("4, 1)4,(,34E X) "##141')O R".,9''7 34"4+3 ")# ;M144,( +@#"6 1).6+#, +3,(V+(,S ,?,)4O >"()1?"6 M166 /'34 " R".,9''7 3M,,@34"7,3 1) M/1./ +3) M1) @(1N,3 3+./ "3 "()1?"6P3 3'.1"6 0,#1"E Z"(41.1@")43 M166 ,"() @'1)43 "()1?"6 0, 34"A("0 +3,(3 M166 M1) "()1?"6 M166 "44(".4 0,#1" @,(3')),6 4' .'?,( 4/, "(41.6, 4/('+A/ ,33 .')


48/57


49/57


50/57


51/57

8,@'(4 #"4"9"3, /44@bkk3+93.(19,(E/''?,(3E.'0E,N@('T$E619("($EM13.E,#+k&k.'0@")$GW[k.'0@"V

)$ZiR8,@'(4E@#- *#+64 -4+#$ BL !')4/E 8,4(1,?,# "()1?"6 Z'34V;(1+0@/E 8,4(1,?,# (+13, -/1@ X)#+34($ \?,(?1,ME 8,4(1,?,# \.4'9,( BLO L[B]


52/57

FBJH UT@,(1") -100')3 lL[BLmE -@(1)A L[BL d&>- *#+64 -4+#$ BL !')4/E 8,4(1,?,#


53/57

26607>/6745F][H \61?,(O IE l)E#EmE 8'$"6 >"(199,") >(+13,3 i,3.(1@41')E 8,4(1,?,# i,.,09,( KO L[B]O '0@")$i+)3{W[CY]]LGLF]BH >(+13, >(141.E l)E#EmE *66+(, '< 4/, -,"3 8,?1,ME 8,4(1,?,# (+13,3b i,341)"41')3 e1314,# ")# >(+13, I1),3 D3,#E 8,4(1,?,# ')3+0,( X)31A/43E 8,4(1,?,# \.4'9,( BCO L[B]O ')3+0,( X)31A/43E l)E#EmE >')3+0,( X)31A/43E 8,4(1,?,# \.4'9,( BCO L[B]O


54/57

FWLH *#_@,)#,(ES *#_@,)#,(E &44@bkk7")4"(0,#1")"E.'0kO )E#E :,9E L[ d'?E L[BLE ~/44@bkk7")4"(V

0,#1")"E.'0k1)4,661A,).,k@('#+.43k"#3@,)#,(•EFWGH >"()1?"6 >(+13, I"+)./,3 _LC !1661')VZ6+3 U(+131)AE 8,4(1,?,# "0@"1A)4' Z('0'4, vR+) -/1@S >(+131)AE 8,4(1,?,# (+13, !,0'(1,3E d,M h'(7 ;10,3E 8,4(1,?,#


55/57

26607>/6745FKJH d'(M,A1") >(+13, I1), I"+)./,3 d,M g(")# Z6"4(+13, I1), Z,(.,@41')3 >')41)+, 4' -1)7E 8,4(1,?,# "()1?"6 >(+13, I1),3 1) Z,(3@,.41?,E 8,4(1,?,# - *#+64 -4+#$ BL !')4/E 8,4(1,?,#


56/57

FJJH !1)4,6E lL[BBO i,.,09,(mE R"016$ e"."41')3E 8,4(1,?,# "()1?"6 Z'34V;(1+0@/E 8,4(1,?,# "()1?"6 >(+13, I1),3 1) Z,(3@,.41?,E 8,4(1,?,# "()1?"6 >'(@'("41')E 8,4(1,?,# ')(+13, I1),3 X)4,()"41')"6 *33'.1"41')O X).E lL[B]mE L[B] >IX* *))+"6 -4"4, '< 4/, X)#+34($ @(,33(''0kZ(,33>')


57/57

26607>/6745FBLCHd,M h'(7 -4'.7 UT./")A, lL[B]mE >"()1?"6 >'(@'("41')E 8,4(1,?,# (+13, I1),3 X)4,()"41')"6 *33'.1"41')O X).E lL[B]mE 8,A+6"41')3 ")# >'0@61").,E 8,4(1,?,#

Date post:	07-Jul-2018
Category:	Documents
Upload:	jessica-stanislaus
View:	216 times
Download:	0 times

Final Campaign Plan Book: Carnival Cruises

Documents