Overview - Carnival Inc. & Carnival Cruise Line

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Company Overview - Carnival, Inc.

Carnival, established in 1972, is the parent company to 10 global cruise brands. It changed its name to Carnival Corporation in 1994 to differentiate it from its top brand, Carnival Cruise Lines. Carnival has entered into several marketing partnerships in the last five years with different persons and organizations including The Oprah Magazine, Singapore Tourism Board, Univision Communications, Cedric the Entertainer, and AT&T. Carnival's consumer retail products include onboard entertainment, shore excursions, gourmet dining, and Chef excursions.


  • The name Carnival Corporation came into existence in 1994 after Carnival Cruise Lines, its flagship brand, was established in 1972 by the late Ted Arison, a pioneer in the cruise industry.
  • Over the years, Carnival acquired different cruise lines from virtually every market segment of the cruise industry. It acquired Holland America Line in 1989, Seabourn in 1992, Costa Cruises, Europe’s top cruise operator, in 1997, and Cunard Line, which built Queen Mary 2, the largest ocean liner in the world, in 1998.
  • The company changed the name of its parent company to Carnival Corporation to differentiate it from Carnival Cruise Lines, its flagship cruise line.
  • In 2003, Carnival merged with and P&O Princess Cruises, which includes Princess Cruises, P&O Cruises, AIDA Cruises, P&O Cruises Australia, and Princess Tours to create the first international cruise company.
  • Carnival is now the biggest leisure travel company in the world with over 100 ships under 10 brands. It has 120,000 employees globally and serves over 11.5 million passengers annually.


  • Holland America Line, one of Carnival’s brand, partnered exclusively with O, The Oprah Magazine to promote “the soul-stirring power of travel” through several engaging programs including O's Reading Room, Just Breathe morning meditations, and some items from "Oprah's Favorite Things".
  • Costa Cruises, one of Carnival’s brand, entered into a partnership with the Singapore Tourism Board (STB) and Changi Airport Group (CAG) to leverage Costa's international presence, the hub status of Singapore's cruise and the air hub connectivity of Changi Airport. The partnership would promote Southeast Asia as a cruise destination through joint-marketing initiatives implemented in several countries where Costa operates and attractive packages created for Costa's guests.
  • Carnival partnered with Univision Communications Inc., the top media firm serving Hispanic America, to create the first O•C•E•A•N prime time series. The program, 'La Gran Sorpresa' (The Great Surprise) which uses the “power of travel to reunite families as they overcome hardships”, airs on the Univision Network and is hosted by Poncho de Anda, an award-winning television personality.
  • Carnival Corporation launched a multi-brand marketing initiative featuring all nine of its brands in 2014 using television, digital, social and contest components. Carnival partnered with celebrity emcee Cedric the Entertainer and unveiled the "World's Leading Cruise Lines Marketing Challenge".
  • Carnival partnered with AT&T to market its vacation experiences through virtual reality using Samsung Electronics’ Gear VR available in 133 AT&T stores in 37 US states.


Carnival offers the following retail services to consumers in addition to its cruise travel services through its various brands:

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Company Overview - Carnival Cruise Lines

Carnival Cruise Line operates 26 cruise ships and sails to destinations such as Europe, Mexico, Alaska, Hawaii, The Bahamas, and the Far East. It offers wedding packages, festive events, shore excursions, among other consumer retail products. In the past five years, the company has partnered with various celebrities, sports teams, and influencers to market its products.

Company Background

  • Headquartered in Miami, Florida, Carnival Cruise Line was founded in 1972. It is a subsidiary of Carnival Corporation whose portfolio also includes Holland America Line, Princess Cruises, and Cunard Line, among others. The company operates 26 cruise ships and claims to carry millions of passengers annually.
  • Carnival Cruise Line operates out of every coast in the United States as well as Puerto Rico, Canada, and Barbados. Apart from Caribbean cruises, the company sails to destinations such as Europe, Mexico, Alaska, Hawaii, The Bahamas, and the Far East.
  • In 2019, Carnival Cruise Line is offering three- to 24-day voyages with varying itineraries and shore excursions.

Consumer Retail Products


  • Wedding Packages - Carnival Cruise Line offers wedding packages starting at $249 per person. It also provides honeymoon and vow renewal packages.
  • Festive Events - Each year, the company organizes several festival cruises including the Carolina Country Music Cruise and the Aventura Dance Cruise scheduled for November 2019.
  • Shore Excursions - Apart from on-board entertainment, Carnival Cruise Line offers shore excursions for birthday, anniversary, reunion, and corporate parties.
  • Carnival Journeys - This package includes vacations to destinations such as the Caribbean, Bermuda, Alaska, and Hawaii. Additionally, Carnival Cruise Line Australia operates three ships cruising from Melbourne and Sydney to the Pacific, New Zealand, and Singapore.

On-board Purchases

  • Carnival Fun Shops - Carnival makes available a wide array of products for purchase by its clients including gifts, an air program, airport transfer, beverage programs.

Marketing Partnerships

  • In 2016, Carnival Cruise Line expanded its digital campaign by partnering with Instagram influencer Zach King to produce a 360° video content to promote its then-new Carnival Vista ship.
  • In 2017, Carnival Cruise Line partnered with New Orleans Saints with quarterback Drew Brees as the face of the campaign. In 2018, Carnival Cruise Line partnered with the Jaguars, Miami Heat, and Houston Texans, as well as celebrity endorsers such as Guy Fieri and Shaquille O’Neal.
  • In 2019, Carnival Cruise Line partnered with the Harlem Globetrotters to promote its new "Choose Fun" slogan.

From Part 01