Fun Is Where the Money Is…Or, We Are All In the Entertainment Business Now!
right from the very beginning. It is no coincidence that CCL is the most financially successful cruise company to date. Via aggressive acquisition Carnival now is the parent company of a growing number of brands, eleven to date – including Princess, Holland America, Cunard, Aida, P&O, Costa and Seabourn. Of these, the Carnival brand itself remains the most successful – still the Cash Cow of Cruising.
The Chairman and CEO of Carnival Cruise Lines is Mickey Arison – son of founder Ted Arison. His particular genius is relentlessly focusing on the real differentiator in the biggest market segment – fun. The perennial ‘Fun Ships’ branding strategy has been wildly successful – planting seeds for effective post vacation word of mouth marketing for decades. The “fun” theme starts with their advertising and marketing and continues with the on board
