Skift Take

There have been enough shakeups at the cruise line over the past few months to signal that they are trying something new. But the line will need more than good PR and slightly better leadership to deal with its deeper problems.

Embattled Carnival Cruise Lines is readying a new advertising campaign that attempts to put the line’s terrible 18 months behind it and remind cruisers why the line is the world’s largest.

Focusing on what the line calls “moments that matter,” the advertising uses what it says are user-generated photos and videos of past customers enjoying the time they spent cruising with Carnival.

As timing goes, it’s not bad for Carnival. It had success earlier this week raising its sunken Costa Concordia ship off the coast of Giglio, Italy. Promotions with cruisers and travel agents over the last month have brought renewed interest in the budget brand. It’s also been able to arrange fawning television segments with its new CEO, Arnold Donald.

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Tags: carnival, ugc

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