Creative Execution

We created the name, designed the logo, flyers, posters and other promotional materials. We also came up with three real-world activations that would make the agents feel like rock stars in real life. These activations included a red-carpet arrival, a star-worthy photo session and a chance to watch our client, the VP of Sales and Trade Marketing at Carnival, get a real tattoo that reads “Travel Agents Rock.”After the event, we produced videos that were shared on social media, along with a contest for agents. All of our efforts lead to an increase in positive sentiment from travel agents on Carnival-owned Facebook properties and received recognition from Travel Weekly, the cruise industry’s preeminent trade publication.

The social activation had a reach of 6.4 million people, 1.3 million views, 25K comments and 99.8% positive reactions. This was Carnival’s best Facebook Live activation ever by all of those criteria, and it also outperformed all cruise line competitors. Just a week later, Carnival, Operation Homefront and the agency broke more records for social engagement when we teamed up to throw the World’s First Social-Powered Barbecue for the troops for July 4th. Americans tweeted and posted their gratitude to America’s military personnel. Using the hashtag #ThankYouBurger, their messages were collected and lasered onto hamburger buns served to the soldiers.#ThankYouBurger reached over 8 million people and garnered more than 16,000 user-generated content submissions.

We cast the sunniest, laziest, and cutest star we could find and made him our summer spirit animal: Bill the Mystical Sloth. Like the groundhog who predicts winter, Bill would predict the length of summer—and also forecast other future events for thousands of followers on Facebook Live.People were invited to ask Bill the Mystical Sloth any question they had. Then Bill made his final prediction: 17 extra days of summer! The social activation had a reach of 6.4 million people, 1.3 million views, 25K comments and 99.8% positive reactions. This was Carnival’s best Facebook Live activation ever by all of those criteria, and it also outperformed all cruise line competitors. Americans tweeted and posted their gratitude to America’s military personnel. Using the hashtag #ThankYouBurger, their messages were collected and lasered onto hamburger buns served to the soldiers.#ThankYouBurger reached over 8 million people and garnered more than 16,000 user-generated content submissions.