They recently released data on the new traveller – the ‘honeyboomer’ – and now they’re putting their money where their mouth is, with a new advertising campaign.
Yep, Carnival Cruise Line has gone and unveiled a brand new campaign to celebrate a different kind of holiday occasion – the ‘Honeyboom’.
The brand has observed a new travel trend that sees couples travelling without their teenage kids to discover a newfound freedom and the fun of cruising together.
After spotting the trend on-board, Carnival Cruise Line commissioned research (with couples with children 13 years and over) to find out if a Honeyboom could really make a difference to their relationship.
Do you qualify to be called a honeyboomer?
The research revealed that more than 20 per cent of respondents haven’t been on a holiday without their kids for five years or more. And when asked how a child-free holiday might benefit their relationship, 35 per cent of respondents said to ‘have more fun together and to remember why they got married in the first place’.
So now, independent creative agency Red Engine SCC, has created a new campaign going straight for this key travel market.
Partnering with well-known relationship expert John Aiken, the campaign recognises the importance of couples spending quality time together, having fun and enjoying new experiences – ingredients to a happy and healthy relationship.
A series of online videos feature Aiken and free-spirited couples discussing the fun and mischief they get up to on a Carnival cruise, and a Facebook ‘Are you in need of a Honeyboom?’ quiz, digital advertising, retail support and PR activity round out the campaign.
Jayne Andrews, marketing director at Carnival Cruise Line Australia, said, “In the past four years, we’ve seen an 80 per cent increase in couples with older children sailing without their kids, experiencing new and fun travel adventures.
“Many of these savvy couples have realised they can bag a bargain outside school holidays too. Having kids changes everything, so when the time comes for couples to have a kid free holiday again, they’re embracing it.
“The campaign celebrates this time, and sparks consideration for those new to cruising, that taking a Honeyboom on Carnival can reignite the fun in their relationship.”
