Marketing Communications
Marketing Communications
American Express has a long-standing history and strong relationship with Carnival Corporation and its cruise brands. During Adam’s time at Carnival Corporation, he was the relationship manager for the multi-faceted American Express partnership. Each year American Express allocated marketing dollars to Carnival Corporation, based on transaction volume with our cruise brands the previous year. Each year, Adam was tasked with growing the transaction volume and looking for new ways to integrate with American Express.
During Wave season (December-March) 2019, Carnival Corporation was after "new to cruise" Guests, enticing them to try a cruise for the first time or sail with a Carnival Corporation brand for the first time. Adam coordinated the creation, design and promotion of this direct mail campaign. This was the first of its kind cross-brand piece for Carnival Corporation. It was mailed to 5M American Express Card Members, who were not yet a Guest. The offer had a high conversion rate and redemption of enclosed promotional offer. The offer was so successful, the Company was planning on offering a similar offer during Wave season 2020.
Each year, Adam worked with partners at cruise brands to determine the publications that resonated most with Guests. Adam then partnered with American Express to secure placements in targeted publications like Departure and Travel + Leisure. The design and look of each ad featured all brands, contemporary to luxury. This ad features the American Express Membership Rewards Gift Card promotion, which can be redeemed for vacations on Carnival Corporation’s North America cruise lines.
To expand the reach of marketing and find new cruisers, Adam created the first activations and promotions for Carnival Corporation brands in an airport lounge. Guests were able to experience small parts of the cruise experience while waiting for their flight including a small bite, drink and activity. These activations, held at The Centurion Lounges at select airports, were a success and moved the needle for new cruise consideration.
LaGuardia, NY: At LaGuardia, partnered with Cunard to create the quintessential Gin & Fizz experience, complete with custom copper kettles. The promotion demonstrated the high sophistication of Cunard.
Seattle, WA: Holland America Line is Seattle's Hometown Cruise Line. To promote this hometown favorite, Adam led a team [including the President of Holland America Line, Orlando Ashford] in an activation at the beginning of the Alaska cruise season. The team promoted a special Holland America Line offer: spend $500, get $100 statement credit.
San Francisco, CA: More and more Guests are choosing to start their Alaska cruise in California. To promote San Francisco departures, Adam coordinated the ultimate Alaska experience, featuring all cruise brands who sail to "The Great Land." The activation included panning for gold, a "Northern Lights" cocktail and a chocolate "moose."
Each year, the American Express partnership supported Wave season activities through special promotions, just for American Express Card Members. These promotions were available in the "My Offers" area of a Card Member's account. Here is one example of a related ad placement.