Show: I’m A Celebrity…Get Me Out Of Here! (2020)
We ran a bespoke TVC, in-show integration, consumer promotion, broadcast & digital sponsorship to raise awareness of Carnival’s new ship, Carnival Splendour and drive consideration and sales.
During the 2020 season of “I’m A Celebrity… Get Me Out of Here!” website traffic showed an increase of 55% compared to the same time last year. Carnival also saw an increase of 66% in web bookings during the same time compared to the year prior and week-on-week web bookings increased by 14% compared to the week before the premiere of “I’m A Celebrity… Get Me Out of Here“. During the 8-9pm live broadcast featuring integrated TV spots and episodes, Carnival saw an increase of 37% in website traffic when compared to the week before the premiere, demonstrating viewers immediately took action to seek out Carnival trips.
Kara Glamore, Director of Marketing and PR, Carnival Cruise Line Australia:
“The key strengths to the partnership was the brand fit between Carnival Cruise Line, I’m A Celebrity… Get Me Out of Here and Julia Morris. The additional exposure through social (I’m A Celebrity… Get Me Out of Here, Julia Morris and Carnival owned channels) and digital channels as well as the consumer promotion created further benefit to the partnership.”
Sam Geer, Chief Strategy Officer, Initiative:
“This is a brilliant example of a brand activating in culture to drive business results. It’s been such a great experience collaborating with 10 and Carnival so closely – being able to achieve both brand and lower funnel objectives through a partnership like this is exactly the type of work we strive for.”
A prank on Miguel goes astray and our celebs finally visit the place they've been dreaming of: The Pub!
Posted by I'm A Celebrity Get Me Out Of Here Australia on Tuesday, January 28, 2020