Drive consideration for Carnival among Australians planning their next holiday by positioning cruising as the ultimate way to make the most of their hard-earned time off.
Our Solution
Transform annual leave from a workplace entitlement into something Australians felt inspired to actively use.
Drawing on Wippa’s established reputation for championing causes that resonate with Australian, we appointed him as the nation’s first Play Leave Officer. Rather than simply promoting Carnival Cruises, Wippa led a nationwide conversation encouraging Australians to rethink how they use their annual leave. Through on-air storytelling, workplace challenges and listener participation, Carnival evolved from a cruise provider into the brand helping Australians reclaim their time off and put more play back into their lives.
Campaign Performance
52%
of exposed listeners said the campaign made them more likely to consider a Carnival cruise
47%
said Carnival was the first cruise brand they would consider
62%
of exposed listeners said the campaign made them want to take more annual leave
A Closer Look
Fitzy, Wippa & Kate - Competition
The Takeaway
By reframing unused annual leave as Play Leave, Carnival created a fresh trigger for cruise consideration, turning a familiar workplace behaviour into a compelling reason to book an escape.
