Carnival Cruise Line celebrates the 'Honeyboom' in newly launched campaign via Red Engine SCC

Screen Shot 2017-07-20 at 7.50.49 am.jpgCarnival Cruise Line has unveiled a new campaign via Red Engine SCC, 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+) to find out if a Honeyboom could really make a difference to their relationship. 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 childfree holiday might benefit their relationship, 35pc of respondents said to 'have more fun together and to remember why they got married in the first place'.

Screen Shot 2017-07-20 at 7.50.32 am.jpgIntroducing the Honeyboomers! the lively campaign christens these couples leaving the kids at home to enjoy a second honeymoon.

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 John 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.

Says Jayne Andrews, marketing director of Carnival Cruise Line Australia: "In the past four years, we've seen an 80pc 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."
Says Kate Richardson, GM and head of strategy, Red Engine SCC: "We're proud of our latest work for Carnival Cruise Line. By creating a desire around this occasion, we can help couples relive a new sense of freedom (last experienced in the pre children years) with the fun of a cruising holiday with Carnival. It's also given us a great opportunity to talk to first-time cruisers by tapping into a genuine insight, and connecting with them in a relevant and of course fun way." 

Red Engine SCC 

Creative Director: Mitch Alison
Senior Creative: Ben Harrison

General Manager & Head of Strategy: Kate Richardson
Senior Digital & Content Strategist: Paul Isbell
Senior Social Media Manager: Jade Waite
Producer: Samantha Farrance

Group Account Director: Andrew Killey 

Senior Account Manager: Katy Ward

Carnival Cruise Line

Marketing Director: Jayne Andrews

Brand & Retail Marketing Manager: Cassandra Drougas

Digital Lead: Angela Diamant

Fleishman Hillard 

Account Director: Jessica Dunne

Account Manager: Samantha Drummond


WTF said:

Is it possible to be a baby boomer without being smug?

Really said:

This is just patronising crap. Who wants to be like these people? Good insight but appalling execution

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