Is the “Fun Ship” Line Going Upmarket?
What is “fun” anyway? By Carnival’s original definition it pretty much meant beer-helmets in the hot tub, but several announcements over the past weeks make the case that things ain’t like they used to be. Leading the charge is a new multi-million-dollar national ad campaign that includes print ads and TV commercials called “There’s A Million Ways to Have Fun.” Say goodbye to dancing fish and steel-band music; say hello to a softer focus, with shots of guests enjoying onboard amenities, all set to the classic tune “Beyond the Sea.” Other hints at a new maturity: • Carnival’s new Presidential Wine Club, an affinity group for wine enthusiasts. Members pay $49.98 per month and in return get two bottles selected by Carnival president, CEO, and wine-connoisseur-in-chief Bob Dickinson, as well as access to an online wine information and communication resource; discounts on wine and wine-related products sold through the website; and opportunities to participate in annual Presidential Wine Cl
