Carnival’s newest and largest addition to its fleet, the Carnival Dream, debuted in November, 2009 in New York City. The challenge was to create an impactful media event that would not only break through the clutter of the start of the holiday season but also set the brand apart from its competitor, slated to launch a new ship the following month. Carnival’s Big Book of Dreams allowed us to deliver a successful consumer-facing experience based on our brand strategy of surprising and participatory fun in a big way.
Inspired by children’s dreams, The Dream Plucker of Perrysport children’s book was created to generate interest and celebrate Carnival’s newest ship, the Carnival Dream. After the larger-than-life book structure was unveiled on Rockefeller Plaza and read to school children by godmother Marcia Gay Harden, both the media and consumers were invited to participate in activities and entertainment promoting Dream. Integration with the TODAY show along with both celebrity and charity ties further extended local and national media coverage of the celebration.
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