As the cruise industry surges, global travel titan Carnival Cruise Line (CCL) is repositioning its strategy, tapping into the renowned creative agency – Today the Brave for a transformative partnership. The colossal cruise magnate stands on the brink of seizing a significant share of this booming market.
A recent study shows a 40% surge in cruise holiday demands in the past two years. Amid this resurgent interest in maritime vacations, CCL, a brand synonymous with luxury and adventure, is manoeuvring to be at the forefront of this evolution. With the ‘Choose Fun’ brand platform as its anchor, CCL aims to reintroduce and invigorate the Australians’ love for cruising.
Celia Wallace, Partner at Today the Brave, articulates her enthusiasm, “Post the global pandemic’s lull, the cruise world is on an ambitious upswing. With its distinguished legacy, Carnival Cruise Line is primed to ride this escalating wave.” Wallace also emphasises that the agency’s mission is to rekindle the allure of cruises among Australians, encouraging them to embrace the exhilarating joys of oceanic journeys once again.
A recent poll](#) indicates that 55% of Australians have cruised at least once, with Carnival being their top choice. Bolstering this fact, two eminent vessels, the Carnival Splendour, anchoring year-round in Sydney, and the Carnival Luminosa, marking its seasonal presence in Brisbane, reinforce Carnival’s dominance in the Australian seascape.
Anton Loeb, CCL’s Senior Director of Sales and Marketing, vouches for the synergy between the two giants. “Today the Brave’s knack for unlocking untapped opportunities aligns with our vision. Our aspirations are grand, but with their unparalleled strategic and creative insights, we’re set to sail beyond horizons,” remarks Loeb.
An intriguing fact about Carnival Cruise Line is that it’s the planet’s premier cruise line, boasting the remarkable feat of hosting over 100 million guests! A testament to its enduring charm and impeccable service.
Since its inception in mid-2022, Today the Brave has carved a niche with its audacious ethos, amassing a clientele that reads like the ‘Who’s Who’ of the corporate realm – True North, Coposit, Zambrero, the University of Sydney, AMP North, News Corp, HOYTS, and Mercury Capital, to name a few. Founded by industry stalwarts Jaimes Leggett and Celia Wallace, with creative maestros Jade Manning and Vince Osmond at the helm, the agency thrives on its paramount principle – ‘Bravery’, echoing its indomitable spirit in every venture.