Carnival Cruise Line (CCL) has launched a new campaign, '100% Holiday', in collaboration with Today the Brave. The campaign is designed to drive consideration and conversation, resulting in 149 assets for four unique audience segments across two different ships in the Australian market.

The '100% Holiday' concept is based on the insight that many people spend a significant portion of their holidays planning and organising, rather than enjoying their time off. CCL promises a 100% holiday experience from the moment guests step on board, with all activities and amenities taken care of.

Today the Brave, the agency behind the campaign, commissioned bespoke research to understand how different audiences would want to spend a '100% Holiday'. The campaign aims to help Australians reappraise the value of a cruise, highlighting the range of 45+ activities available on board with minimal disruption.

" '100% Holiday' is a compelling reason to book a Carnival cruise for your next getaway - everything is taken care of from the moment you step on board; no more planning, packing and repacking, trying to decide on what to have for dinner or how to entertain the kids.’" said Jade Manning, Creative Partner, Today the Brave.

According to Vince Osmond, Creative Partner, Today the Brave, "‘There’s such a lovely universal insight behind the campaign - it’s one of those ideas that can keep giving’".

The '100% Holiday' campaign is currently being promoted across OOH, digital (OLV and High Impact Display), social and radio, with placements booked via Speed.

"‘Carnival is experiencing an exciting period of growth, fuelled by the escalating demand for cruise holidays. The value and convenience of a Carnival cruise is second to none and 100% Holiday wraps it all up in our usual fun, playful style”" said Anton Loeb, Senior Director, Sales and Marketing.

Today the Brave, launched in mid-2022, has worked with clients including True North, Coposit, Zambero, the University of Sydney, AMP North, News Corp, HOYTS and Mercury Capital.