Marketing Communications
Marketing Communications
The World's Leading Cruise Lines (WLCL) is the consumer and Guest-facing name of Carnival Corporation's collection of cruise brands. The WLCL brand was known to travel advisors. However, in 2019, the brand was refreshed and reimagined to be more appropriate for all consumers.
One of the largest challenges for Carnival Corporation is marketing contemporary and luxury in one piece or on one site. In 2018, Adam and team led an effort to create brand stories or personas. From those personas, the umbrella brand was created. The new umbrella WLCL gives Guests and travel advisors a place to discover everything that Carnival Corporation has to offer. The new brand resonated more with consumers, since they were able to decipher the umbrella brand and the differentiated cruise line offerings.
To better speak to Guests and the travel trade community, a new brandmark was explored. The new brandmark was selected, then tested with consumers -- both cruisers and non-cruisers. Adjustments and enhancements were made to the brandmark accordingly. Adam led the integration and feedback to the agency.