When done right, a new advertising campaign can boost brand image, increase product awareness and ultimately grow sales. And when an ad campaign successfully engages its audience and boosts product sales, even investors can reap the rewards.
Ads can have even more significant consequences if the new campaign follows a corporate misstep — or downright disaster.
Take Carnival Cruise Lines’ (CCL) new ad campaign that’s set to kick off on Monday. The spots will feature happy customers’ photos and videos from previous cruises with the voice over: “We never forget the moments that matter.”
This campaign is CCL’s first major ad push since an engine room fire aboard the Carnival Triumph in February knocked out power and stranded some 4,000 people without adequate food or working bathrooms. Carnival shares fell by nearly 20% in the weeks following the infamous “poop cruise”.
The ad’s debut also comes days after Carnival’s wrecked Costa Concordia cruise ship was finally righted after 20 months stuck off the coast of Italy.
Time will tell whether CCL’s new campaign will reinvigorate the brand and boost shareholders’ fortunes. Here are five companies whose ad campaigns offered a boost at just the right time: