Carnival Cruise Lines launches $25m ‘Moments that Matter’ campaign from Arnold Worldwide

"We found those looking to book a cruise are much more likely to listen to recommendations from previous cruisers. There's a level of trust there that can't be fabricated," explained Pete Johnson, executive creative director, creative lead, Arnold Worldwide. "That's one of the reasons we decided to showcase meaningful moments experienced by past guests in the creative. It's a way to create a real representation of the memories that can be made while cruising with Carnival."

The TV spot for the activity features a call-to-action at the end, encouraging consumers to contact their travel professional, part of the line's ongoing effort to drive more traffic to its travel agent partners.

"For more than 41 years, Carnival has been creating the backdrop for lasting vacation memories for more than 60 million guests and we know there is no one more qualified than them to tell the authentic story of what a Carnival cruise is truly like," said Jim Berra, chief marketing officer for Carnival Cruise Lines. "This campaign features real guests of all backgrounds and ages having fun and making great memories together."

More than $25m has been invested across broadcast, radio, digital and direct mail has been invested for the campaign, which will run between now and the first quarter 2014.

The new TV spots will debut on Monday, September 23, and will air on major primetime network shows including, How I Met Your Mother, Parks and Recreation, Big Bang Theory and The Voice, leading cable networks like Bravo, TNT, TLC, ABC Family, TBS and Food Network and online on Yahoo! and YouTube.