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MediaBuyerPlanner: Consumers on cruise ships are a captive audience, and Brand Connections in New York offers ways to reach 3.5 million of them on 22 Carnival cruise ships via ads and product sampling.
Advertisers can choose in-cabin television, onboard billboards, in-cabin product sampling, event sponsorships and product postcards and literature, writes Media Life.
In-cabin television can include 30- and 60-second spots, as well as infomercials, and Nielsen numbers show that the average consumer on a ship watches 73 minutes of TV a day.
Follow-up ads can be placed in Currents Magazine, which has a distribution of 3 million and which is mailed by Carnival to people who have recently taken a cruise.
According to Brand Connections, the demographics are 30 percent of cruise passengers are under 35 years old, 40 percent are between 35 and 55, and 30 percent are over 55. Those numbers include 575,000 children and over a million seniors who travel with Carnival each year.
Creative can be changed quarterly and an average buy is six months.
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