Carnival executive: If you're gregarious, we're your line

[mercedes]

Some people love Carnival Cruise Lines; others wouldn't be caught dead on one of the company's ships.

Where do you fall along the Great Carnival Divide? The answer may have a lot more to do with your personality than your age or income level, says the line's new marketing whiz, Ruben Rodriguez.

"The very loyal Carnival guests (have) a lot of similarities," says Rodriguez, who joined the company a year ago as executive vice president for marketing and guest experience. "They are very social, very gregarious, very optimistic people -- the kind of people who see the glass half full."

Carnival passengers like to have fun. But it's more than that, says Rodriguez, the mastermind behind a new advertising campaign for the line that debuted Thursday. They're an outgoing, unpretentious bunch that likes to meet other people and have fun in a social way.

"A lot of people will tell you they don't go on vacation to meet new people, but the (typical Carnival passenger) goes on vacation to meet new people," he says.

In a word, they are spirited, he says. And the company's new brand campaign, which centers around the tag line "Fun for all, all for fun," will focus more than ever on these core "spirited" customers who like to have fun in a social, gregarious way -- a segment of the market that Rodriguez says includes at least 40 million Americans of all ages and income groups.

"We're trying to reset the positioning of the brand around this gregarious fun," he says, pointing to new advertisements that show residents of Philadelphia and Dallas participating in goofy Carnival-sponsored stunts. "We decided that all of our advertising should be fun. It should bring a smile to your face."

[55ChevyLady]

I saw their new commercial the other day...when I heard the music and before I even realized what the commercial was for I said to hubby ..."That would be great music for a Carnival commerical" he heard the music out of the room and thought the same thing.

it is a really fun commerical.

[JoeyandDavid]

intresting spin.....

[cruizinaj]

I have been on both Carnival and RCCL, and have to say I love Carnival. My first cruise was on the Carnival Elation. I had such a good time and they made me fell great so I guess you could say love at sailing.