Magazine article Editor & Publisher

Carnival Corp. Buys Up 20%

Magazine article Editor & Publisher

Carnival Corp. Buys Up 20%

Article excerpt

CARNIVAL CORP., The parent company of Carnival Cruise Line and five other cruise lines, has increased its multimillion-dollar ad campaign this year by about 20%.

The parent company's ad campaign is separate from the ad campaigns of the six cruise lines it owns; unlike Carnival Cruise Line, it has not used co-op ads, although it may do so in the future.

A unit of the Miami-based parent company, known as World's Leading Cruise Lines, has bought full-page, four-color ads in six major newspapers -- buys that would be "cost-prohibitive" for the firm's individual cruise lines, said Jack Anderson, the unit's vice president of marketing.

The full-page, four-color ads have been purchased for two dates in the weekend editions of USA Today and The Wall Street Journal. In addition, they are running in the Sunday travel section of four major dailies every month: the Chicago Tribune, the Los Angeles Times, The Miami Herald, and The New York Times.

"We may expand to additional markets," said Anderson. He said the results of current newspaper ads were being evaluated and that "a half- dozen" newspapers may be added to the campaign. He said he planned to complete the evaluation "by the end of the year" to be prepared to add newspapers in January. …

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