Case Study
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The Agency Helps Carnival Navigate the Sentiments of Travelers Post-2021
THE
OPPORTUNITY
2021 was an adjustment period for consumers and brands alike. Consumers needed to discover exciting ways to connect with their loved ones. Brands needed to find strategies that fit the shared sentiments of their target audiences.
Carnival Cruise decided it was time to lean into its reputation for fun with a campaign introducing the Funderstruck feeling.
The Funderstruck campaign showed potential cruise vacationers that the fun they're searching for is best experienced on a Carnival Cruise ship. Carnival needed The Agency to identify how people wanted to travel after a year of quarantine. Our researchers set sail on a digital exploration using Talkwalker, native social searches on TikTok and Instagram, and Enterprise Research tools to determine if travelers were ready to feel Funderstruck.
After refining our search, we pulled 21.3 MILLION results to find the following: There are two types of people that want to travel in 2022.
THE CAUTIOUS
TRAVELER
Concerned about Restrictions, current events, flight cancellations, etc.
THE PROSPECTIVE
TRAVELER
Overwhelmed with travel options, wanting to do a lot with little time.
THE
SOLUTION
Analyzing global conversations from 21.3 million results led us to two types of travelers: the cautious traveler and the prospective traveler.
We provided Carnival with a more in-depth understanding of post-quarantine travel sentiments by defining priorities for travelers.
Carnival used our traveler profiles to create a compelling Funderstruck campaign that appeals to both cautious and prospective travelers.
So, What Does This Mean?
The Answer Is... Relationships.
A lot of the conversation around wanting to vacation/travel is about spending time with loved ones and creating long-lasting memories with them.
It is not about the place in particular that they want to vacation to... it's about the people they want to see and spend memorable, quality time with.
People Are Excited To Travel... But Why Are They Excited?
The top two results pulled from the Quid map:
- BEACH BABE VACATION 9.9%
- COUPLE TRAVEL 9.7%
Beach Babe Vacation
Online users mentioned traveling with their "girlfriends" or "gal pals" on "girls trips" to beaches and other vacation spots in the sun.
Couple Travel
Many users mentioned traveling with their "significant other" or "partner" for their first trips together or simply were excited to go on "baecations" again.
8 Published Trade Articles
230,000+ Impressions
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