Smiling children wave. A happy couple dances by the pool. Family members play miniature golf with a view of the ocean, and a man asks a woman to be his wife. There are sunsets, kisses and giant ships serving as backgrounds for vacation snapshots.
“We never forget the moments that matter,” a woman’s voice says. “We hang them on our walls. We share them with everyone we know and hold on to them forever.”
Carnival Cruise Lines is hoping those moments, provided by past guests, matter more than the images that dominated cable news after fire turned a four-night Western Caribbean trip into the infamous “Poop Cruise” aboard the Carnival Triumph in February.
The $25 million advertising campaign was announced just a week after a new guarantee that promises passengers 110 percent of their money back plus transportation home if they are unhappy with the first day of their cruise. Those two initiatives followed Carnival’s launch this summer of a new travel agent outreach program and, in the spring, the announcement of a $300 million investment in fire safety and reliability upgrades.