Our diversity & inclusion campaigns make waves for one of the world’s largest travel companies
The Challenge
Best known as the world’s largest travel and leisure company, Carnival Corporation tapped Comunicad to help redefine Hispanic and African-American consumers’ notions of travel and position Carnival as a corporation that is keen to cater to the specific needs of both demographic groups.
The Approach
To reaffirm the company’s commitment to diversity and inclusion and have that reflected in the Carnival brand, we implemented a national advertising campaign that featured powerful stories about the company’s diverse leadership and how Carnival nurtured their rise to the top. The advertising campaign included an interactive social media component that enabled meaningful online interactions between Carnival and Hispanic and African-American consumers.
The Impact
As a direct result of our work, Carnival’s advertising campaign generated 2.8 million impressions in traditional media and $5 million in added value as part of Comunicad’s media buy negotiations. Also, the campaign generated 3 million impressions from a single social media activation.
