MIAMI — Carnival Cruise Line has launched a new campaign that focuses on ‘fun’, encouraging passengers to ‘Choose Fun’ both onboard and ashore.

Together with its newly appointed ad agency of record, Anomaly, the cruise line created a campaign to connect the same activities that vacationers enjoy on land with those offered onboard on a one-to-one personalized level. ‘Choose Fun’ is designed to attract those who have never cruised, inviting them to be their truest self and have fun with others.

“As America’s Cruise Line, Carnival has always delivered on our brand promise of fun, memorable vacations at a great value,” said Carnival’s President Christine Duffy. “This new campaign promises to be an irresistible invitation for prospects to rethink their beliefs about cruising and consider Carnival as their new vacation.”

The ‘Choose Fun’ campaign launches with two different sets of advertising: longer-length testimonials from first-time cruisers who were initially reluctant to set sail, and six-second video snippets featuring a fun activity aboard a Carnival ship. There are three testimonials in total – ‘Excursions’, ‘Stacy Tracy’ and ‘Insta-worthy’ – while videos showcase such activities as biking on SkyRide, getting a massage at Cloud 9 Spa, performing at Lip Sync Battle, and enjoying the Punchliner Comedy Club.

Choose Fun will come to life in digital display, paid social and modular online videos on platforms such as Amazon Video, Hulu, Roku and Vevo.

“We believe Choose Fun is a bumper sticker Carnival guests would proudly identify with – a rallying cry that inspires those who have never cruised to give it a try. After all, when given a choice between more fun or less fun, who wouldn’t choose more fun?” added Carnival’s Senior Vice President and Chief Marketing Officer Kathy Mayor.