Carnival Cruise Line Australia
Honey Boomers

Social strategy, content creation, paid media strategy, video production, community management, analytics & reporting.


The Task

How do you drive demand for Carnival Cruises with older couples outside school holidays?


The Work

We created a new travel trend called the Honey boomers, linking the need for couples to reconnect with the experience of a Carnival cruise.

We commissioned a national survey to better understand the trend. Our research revealed that more than 20% of Australian couples haven’t been on a holiday without their kids for five years or more.
To kick things off, our research fuelled a fun content and PR launch with relationship expert John Aitken who talked up the importance of a holiday in reinvigorating relationships, appearing in media such as Today Show, ABC radio, and News online.

A Facebook quiz invited the audience to find out if they were a Honey boomer for the chance to win a Carnival cruise. This was supported with Buzz feed style ‘You Know You’re a Honey boomer when…’ micro videos, while a video series that shared the on board adventures of real life Honey boomers provided the social proof we know is critical in attracting first time cruisers.

And we promoted Honey boomer retail offers, and utilised the Facebook Carousel format to drive traffic through to a specific landing page with specially curated itineraries.


The results

The campaign delivered an immediate off-peak season sales uplift – double that of school holidays (for the first time ever).

And we’ve created a compelling retail trademark for future campaigns.

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