Because the journey trade continues to evolve, Carnival Cruise Line is navigating new shopper expectations whereas staying true to its model. On this episode of The Pace of Tradition podcast, Suzy founder and host Matt Britton sits down with Amy Martin-Ziegenfuss, chief advertising and marketing officer at Carnival Cruise Line.
She discusses how the corporate embraces innovation and leverages shopper insights to stay a frontrunner within the trade. From adapting to post-pandemic challenges to exploring new advertising and marketing methods, Martin-Ziegenfuss shares how Carnival engages clients throughout completely different generations, tapping into rising tendencies and creating memorable journey experiences.
“When you’ve by no means been on a ship, you’ve by no means been on a ship, and also you’re most likely not going to do it until you’ve got a greater understanding of what it’s like,” she says on the podcast. “So serving to us carry that to life on land, main with a few of our superstar companions like Man Fieri, Emma Agai, and even Shaquille O’Neal to assist us inform the story by way of their lens and assist individuals perceive what the expertise is like, that’s all been useful for us.”
Martin-Ziegenfuss is a seasoned advertising and marketing govt with intensive expertise throughout the journey and hospitality industries. As CMO at Carnival Cruise Line, she leads the model’s advertising and marketing technique, specializing in innovation, shopper insights, and creating memorable experiences. Previous to becoming a member of Carnival, she held senior advertising and marketing roles at famend manufacturers like Hilton and Selection Accommodations, the place she honed her experience in model constructing, buyer segmentation, and data-driven advertising and marketing.
Her profession is marked by her skill to adapt to altering shopper behaviors and market tendencies, making her a key participant in shaping the way forward for the journey trade.
Hearken to Amy Martin Ziegenfuss on The Pace of Tradition podcast for insights into the cruise trade!
Key takeaways:
05:10-11:45 The Put up-Pandemic Journey Growth — Following the pandemic, Carnival skilled a big surge in demand as vacationers rushed to make up for misplaced time. Carnival responded by providing value-packed, all-inclusive choices that attracted a broad vary of shoppers, from singles to multigenerational households. The mix of affordability and suppleness helped the model stand out, particularly throughout occasions of financial uncertainty.
12:20-18:05 Mindset-Pushed Focusing on — As an alternative of conventional demographic-based concentrating on, Carnival focuses on buyer mindsets. The model’s advertising and marketing speaks to socially energetic people who thrive in energetic environments—whether or not they’re households with younger kids or retirees. By concentrating on shared behaviors and attitudes, Carnival can enchantment to a a lot wider viewers whereas sustaining consistency in its messaging and expertise.
